Daily Mail - Daily Mail Weekend Magazine
In Business
8.30PM, RADIO 4
You may have noticed from recent adverts that McDonald’s has been trying to change its image. The burger chain is keen to be seen as a supplier of good food, not just fast food. McDonald’s has come up with a number of ideas to achieve this – one involved celebrity chefs creating top-quality dishes using McDonald’s ingredients. Matthew Gwyther looks at the thinking behind this attempt at market repositioning.