McDonald’s refreshes its packaging as it strives to become ‘modern’ burger company

McDonald’s has rolled out a line of new carry-out bags, cups and sandwich boxes to bring the company’s packaging in line with its vision to become a “modern and progressive burger company.”

The updated packaging, which McDonald’s is calling “simple and fresh,” features bold lettering in bright colors including magenta, purple and lime green. The brand’s iconic Golden Arches also feature prominently on the new cups and bags.

Consumers in the US will start to see the new packaging this month, and it will expand to McDonald’s global locations throughout 2016.

The redesign is part of CEO Steve Easterbrook’s plan to re-ignite excitement around McDonald’s as it struggles to compete with fast-casual restaurants such as Shake Shack and Five Guys.

Easterbrook was promoted from global brand chief to CEO last January and since then the brand has debuted all-day breakfast and introduced new menu items like premium burgers.

Last quarter, the chain’s sales in the US increased for the first time in two years.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she oversees creativity coverage in North & South America and runs The Drum’s weekly “US Creative Works” roundup. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal and has interviewed dozens of creatives for The Drum’s “What does it take to be a great creative?” video series.

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