Owning the color green today means environmentally-friendly.
And the latest to hop on the green bandwagon is McDonald’s. In Europe only, they are changing their traditional red backdrop for a deep hunter green — a more eco-friendly image.
About 100 German McDonald’s restaurants will use the green backdrop by the end of 2009. Some franchises in Great Britain and France have already started using the new color scheme behind their Golden Arches.
Red is a strong color – an attention getter that pops out when used in visual icons almost anywhere. When used outdoors, vibrant red lends so much contrast to the blues, greens, and browns of nature, it easily grabs visual attention.
Effective marketing tools are being used to help drive the perception of being environmentally “unfriendly”. The company states on their website how they now use “greener” practices, such as lower levels of energy and water consumption, environmentally friendly refrigeration and converting used oil into biodiesel fuel. Their public image efforts can be seen on the corporate responsibility area which showcases the McDonald’s 2009 Global Best of Green theme.
We will see if the iconic red backdrop is slowly replaced globally by green. Today, it’s good to be green but can McDonald’s take on green successfully?