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NEW YORK–Heeding chairman/CEO Jack M. Greenberg challenge that “More than ever before, we must adapt and seize opportunities,” McDonald’s plans to re-invigorate its Ronald McDonald icon in all marketing and branding messages, expand its “McDonald’s with a Diner Inside” concept and undertake global expansion for its Boston Market subsidiary.
“We need to knit Ronald McDonald back into all our brand advertising,” said Tom Ryan, chief U.S. marketing officer. Though Ronald McDonald has always been important, his presence will significantly increase in 2002 as the company intends to highlight his appeal to children and families, according to Ryan.
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