McDonald's has decided to bring consistency to its in-store promotional materials. The fast food chain says it will ditch the assortment of themes and looks that have made up its various promotions
in favor of a single, coordinated effort in nearly all of its 13,700 U.S. outlets. The new strategy, dubbed "Simple Bold," began last year and is being implemented gradually. It echoes steps being
taken by other marketers to put more focus on promotions within retail stores amid rising doubts about traditional marketing techniques. "In-store marketing is a critical component to the success of
many businesses, as consumers are increasingly tuning out ads," says Jenny Cacioppo, an executive vice president at Arc Worldwide. Arc, a marketing-services unit of Publicis Groupe SA, is helping
McDonald's implement the strategy. However, streamlining in-store promotions could pose a bigger challenge for McDonald's than it does other companies. Unlike most retailers, McDonald's owns only a
minority of its outlets, and franchisees don't have to go along with every corporate dictate.
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