McDonald's acts to bridge sales, brand-perception gap

02/19/2012 | Advertising Age (tiered subscription model)

McDonald's brand perception is lagging behind its sales figures, according to this article. Although the brand remains among the most valuable in the world, many consumers can't see beyond the burgers and fries and rank the chain lower on the scales of taste, quality and friendliness. The company has been tackling the perception problem by addressing the origins and quality of the food it serves, revamping Happy Meals and attempting to reshape public opinions about "McJobs" with its National Hiring Day event.

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