McDonald's Corporation: I'M Lovin' It campaign

By 2003, after nearly 50 successful years, McDonald’s Corporation was suffering an identity crisis as consumers put a growing premium on freshness and taste.

McDonald's Corporation: I'M Lovin' It campaign

Rayna Bailey

OVERVIEW

By 2003, after nearly 50 years as the king of fast food, McDonald's Corporation was suffering an identity crisis. As Timemagazine reported, "The challenges facing McDonald's come supersized. Its home market is all but saturated, its sterling reputation for fast, friendly service and cleanliness is tarnished, and customers are putting a growing premium on freshness and taste, neither of which McDonald's is renowned for." In addition, the company's revenues were shrinking, and it had lowered its earnings expectations for 2002. To reconnect with customers, the company planned remodeling...

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