I am sure you've heard by now, but if not...sit down. Are you ready for some ideas to go? McDonald's is swapping out its iconic red background behind the Golden Arches for a lovely new shade of hunter green in Europe. This change is supposed to address some image issues McD's is facing in Europe as being considered a not environmentally friendly company.
While I don't doubt that McD's has made some changes to its protocol based on the global movement toward a greener planet, I am not so sure they should qualify as to label themselves "green" restaurants.
Another factor to consider here is that this color swap is only taking place in Europe. Why not in America? Oh, that's right, because there is no way Americans would mistake a change of the color wheel with a change of business as usual. In other words, American consumers just wouldn't buy it.
Which leads me to wonder--what is it about the European market that seems to invoke such a definitive decision among McD's execs as to do something this drastic? Does McD's think that Europeans are an easier sell? Does it have something to do wtih the language barrier? I think McD's is selling the European consumer a little short here. Quite frankly, I may even go so far as to say offending some consumers.
Most would agree that if McD's is truly going green, that is a good thing. But please, we all know actions speak louder than words (or colors). Don't tell us that you are green, be green.
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