Amid and global profit decline, fast food giant McDonald’s is looking for lovers — of its burgers and fries, that is.
The company announced plans to launch a new slogan, “Lovin’ Beats Hatin’,” focused on spreading love in a time of Internet slights, according to a recent report by the Wall Street Journal. Sources told WSJ that the new slogan will not replace “I’m Lovin’ It” as the McDonald’s catchphrase, but it is intended to cast the company’s marketing net a bit wider. The campaign is set to launch Jan. 1, 2015, with a commercial promoting the slogan scheduled to air during the Super Bowl, sources told WSJ.
Profits for the international company have fallen into a slump, down 30 percent in the period that ended Sept. 30, with sales flagging in the U.S., Asia and Europe, WSJ reports.
The Associated Press reported earlier this month that McDonald’s is facing several challenges here in the U.S., including increased competition, price sensitivity, slow, inaccurate service and a bad food image. The company said it is working to build trust with consumers, and recently revamped its “Dollar Menu & More” to include items priced $5 and under.
• Jennifer Pompi can be reached at jpompi@washingtontimes.com.
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