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article imageMcDonald's to spend $1 billion on brand transformation in Canada

By Andrew Moran     Sep 7, 2011 in Business
Toronto - The international fast-food giant McDonald's recently announced that it plans to invest $1 billion on a brand transformation for its franchises in Canada. The company is hoping to reinvigorate its image in the country.
McDonald’s has played a heavy part in Canada’s fast-food industry. Now the multinational corporation is hoping to reinvigorate its brand by investing $1 billion into a store-by-store renovation project, according to a company press release.
One of the world’s most successful fast-food chains is hoping to create a “more inviting” feel, function and look to its restaurants. The $1 billion renovation includes installing fireplaces, flat-screen televisions and dividing the establishment up for large groups of dining patrons and the others who stay at the restaurant for the free and unlimited Wi-Fi access.
Although majority of the investment will go to its interior look, executives are also looking at behind the counter by enhancing its customer service and evolving its menu to include Premium Salads and coffee beverages.
A renovated McDonald s establishment.
A renovated McDonald's establishment.
McDonald's Canada
“This is a pivotal time for McDonald's and we're placing unwavering focus on transforming the face of our brand,” said president and CEO of McDonald’s Canada, John Betts. “Strong and sustained business results have put us in a unique position to make this historic investment in improving restaurant ambiance, enhancing service and supporting our continued menu evolution.”
He further added that their customers’ needs and wants are changing as the days go by and that the company must adapt and stay relevant for them in order to be continue to be successful.
“We believe we're pulling all the right levers to remain a compelling and favourite dining destination for a growing number of Canadian customers, now and into the future.”
There are currently 1,400 restaurants in Canada and the company plans to have more than half of the chains renovated, re-imaged and rebranded by the end of the year. The majority of its remaining restaurants are projected to be completed by the end of 2012.
McDonald’s has undergone a series of changes to its structure. In the last few years, it has introduced healthier food items, renovated its restaurants and revised its locations as 24-hour operations.
More about Mcdonald's, brand transformation, canada fast food outlet, Fast food, Brand
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