Over the next two years, McDonald’s will roll out its new packaging to 13,900 restaurants in the US and thereafter to another 117 countries worldwide. But will it ‘change the way the world feels about eating McDonald’s food’?
From 1976 all the way until 1991, the burgers still came in brightly coloured foam boxes. As the environmentalist debate begins to kick in, McD’s switches to paper and board, the visual language becomes more restrained, less overtly ‘trashy’. Now, it says, all its bags, tray liners and cup carriers are made from 100 per cent recycled paper while packaging for hot foods is made from 72 per cent recycled paper.
The new packaging takes on another major area of criticism – the content of its food. So, for example, in the new design the box for a Big Mac is adorned with clean photographs of the fresh ingredients inside – a mound of ‘100% pure beef’ sits atop scales. There’s a real onion and a real lettuce. This is packaging as advertising in a very explicit form, campaigning heavily to convince the customer that this stuff is made from real things.
(via CR)
i can haz cheezburger?
I think the use of white and red is a nod to the past too. I think this is a nice evolution and doesn’t go too far overboard in terms of health and environmental concerns.
Looks like Microsoft designed the boxes.
I can barely see the difference. Or if I can, it’s not drastic enough to change anyone’s mind about McDonalds.
I havn’t eaten at McDonalds in atleast 10 years. Terrible company with terribly unhealthy food.
They definitely want to look like they’re selling wholesome and healthy food…. to bad their actual food says otherwise.
I just hope that they get rid of the “Global Casting Star” campaign that they’re running on their current packaging… “Look! Someone in another country eats McDonalds! Maybe if I eat more McD, I’ll be hip & cool like them!”
That rocks! Even though I don’t eat at the place the new design is so much better than the old one! Though I think they should go for something that’s better for the environment. Not that I care about the environment but it might sell better!
If I go to McDonald’s I only get the french fries and I don’t go but maybe twice a year. I try to get healthy foods (organic) from supermarkets and cook for my family. As long as the packaging isn’t unhealthy, I don’t care what the packaging looks like.
It is terribly unhealthy – I don’t think any amount of packaging will change that – but damn, if it doesn’t hit the spot when walking home at 3am on a Sunday morning.
[...] McDonald’s New Packaging [...]
I was in a McDonalds today, and they had a McCafe. It was complete with espresso bar and everything! Is McDonald’s trying to be a little more classy?
Meh. I go every few weeks. I like it. Bags don’t change any perception I have of it.
Slick packaging with 4 color glossy pics of the sandwich you ordered off the picture menu. I guess people can’t read, so they have to put a picture of the sandwich on the box! Still, a redesign every so often should help keep things “fresh”, at least from a marketing perspective.
That’s better than before.. I love their mcflurry. .;)
Nice! I love McDonalds I dont care how fat and digusting it makes you. Its like crack except its food
The chicken mcnugget, full of mcnuggets of things that aren’t chicken.
Best thing you could do is throw away the food and eat the packaging, it’s bound to be more nutritious.
Only trouble is, the food lasts forever…
I love McDonald, I usually eat there almost every week.. !!
They have great chicken….
lets be honest, looks so similar to the present designs most people wont even notice.
It kind of looks the same. Is it supposed to convince me I’m not eating my way to a heart attack.
That said, I like the purple mcnuggets one.
I’m sure I had a Big Mac in this new packaging a week or so ago in the UK.
I think the new bags and cups are improvements over the current ones, which seemed like they were trying to fit too much onto one package. On the other hand, the fry containers have been fine the way they are; why mess with them?
However, at the end of the day, none of the changes will affect my eating habits.
If you think McDonald’s serves real food that is nutritional and satisfactory to create a healthy human body… look at this:
http://aht.seriouseats.com/archives/2008/09/12-year-old-mcdonalds-hamburger-still-looking-good.html
There is not one item that you can purchase at McDonald’s that is good for you. Even their “fresh fruits and vegetables” are so overly treated with preservatives and pesticides, your body has to work twice as hard to eliminate those toxins than it could ever benefit from any vitamins or minerals still contained in the dilapidated whole food. Shall we talk about where they buy their meats and poultry from? Antibiotics, steroids… the list goes on. A McDonald’s body will turn into a diseased body.
Don’t forget that perception is everything and that we as humans are fairly simple. Subliminal advertising works and they know it. If they put “healthy” ingredients on the package then people will feel “better” about eating a Big Mac. Same unhealthy food – different perception. Smart move on their part.
I’m not sure where McDonald’s is heading with this purple box for the chicken. One of the first things you learn in color-theory is about color schemes in marketing. Instructors like so say that warm colors like red and yellow (insert instructors props to McDonalds) will make people feel hungry. Either McD’s is getting risky…or they don’t think color theory is an exact science.
Well no wonder there’s no double cheeseburgie on the dollar menu anymore…that freakin’ recycled, “green” packaging is expensive! Pshhhh…
[...] McDonald’s New Packaging Over the next two years, McDonald’s will roll out its new packaging to 13,900 restaurants in the US and thereafter to [...] [...]
is this new packaging for all McD’s franchises, even in Asian countries? I’m looking into the change of McD’s image as a probable topic for study. And I’ve heard that McD’s changing the color of their walls too, to a little more dim colors, to create a classy ambience or feel maybe? Is this true in other countries?
right. and this mccafe, too. maybe because coffee shops are becoming popular
i enjoy everything the the McDonald’s McCafe coffees except the goofy name