First, McDonald’s worked on its food. Next for its nearly yearlong face-lift is a revamp of its boxes, bags and cups.
The world’s largest burger chain will roll out to its 15,000 U.S. restaurants this month new bags, cups and sandwich containers featuring a graphic design that it hopes will attract millennials, the fastest-growing segment of the U.S. population.
The new packaging is part of an effort to get a consistent brand experience in stores, drive-throughs and kiosks and on McDonald’s mobile app, said Matt Biespiel, McDonald’s senior director of global brand development. McDonald’s launched its mobile app and started rolling out “Create Your Taste” custom burger kiosks in restaurants last year.
It’s the first major packaging redesign since 2013.