Shiny, happy, dappy. Isn't that how McDonald's makes you feel? Or at least part of the sentiment it wishes to convey?
As the dominant force behind the expansion of" fast food", McDonald's has a 60-year-old history of making burgers. During this time, it has been severely shaken by vegans, climate protectors and competition, and yet, in its core, McDonald's has remained faithful to its origins.
The yellow arch logo stems from back in the day, when one man took the original Mc's concept and popularized it all across the US; as one of the take-out diners pioneers, Mc's was characterized by large yellow arches overseeing its buildings, a type of architecture chosen for its blatant visibility from afar.
A place for families and friends where food arrives conveniently and warm. The efficiency of its production system became the face of fast food, and has been successfully copied all over the world ever since its inception.
From "billions served" to "I'm loving it", McDonald's boasts with memorable taglines - its core message comes down to proportionate "enjoyable moments with convenient food". As such, its identity goes far and above the mere experience of dining. Convenient food as sort of "gift" that opens the doors to loving, tasteful experiences characterized by coming together and rejoicing.
The element of "taste and delicacy" is cleverly employed in the context of life, not in the context of a restaurant.
McDonald's has become a master of associating the ease of dining with happiness - the message is scattered everywhere you look: from the gleeful packaging, to Ronald McDonald, Mc's has established a concrete place from an abstract idea. And it's effective.
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