McDonald's unveils big changes to make meals look more enticing

13 October 2023 , 11:24

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McDonald's operates in more than 100 countries (Image: Getty Images)

McDonald's has made huge changes to the packaging of its food in Japan for the first time in six years.

The fast-food giant says the alterations will help make the food more appealing and offer customers "a greater sense of deliciousness". However, the iconic meals itself will remain the same and maintain their taste.

More than 70 types of new packaging are being introduced across Japan, bringing a brand new look to a slew of familiar menu items. The redesign utilises a "pop and colourful" colour scheme as the company believes presentation is just as important as taste, in Japan at least.

The new design for the Big Mac features an illustration of a cross-section of a burger

The new Big Mac box, for example, features an illustration of a cross-section of a burger showcasing its sesame seeds, beef patty and lettuce. The Filet-O-Fish box also has a fun new design which resembles the waves of the ocean in which the fishes are caught.

And the Cheeseburger design looks a lot simpler than before, with an image which almost resembles a sunset in the mountains but is actually a cheese-slathered beef patty. Even the cups for McDonald's famous milkshakes and other drinks have been redesigned in Japan's first packaging changes since 2017. Takeaway bags are subject to tweaks, again with the belief the look makes the meals more appealing.

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The new Filet-O-Fish box is vastly different to the old design

The changes have been unveiled in most restaurants in the nation already, with further branches to follow suit this week. McDonald's only tends to change its packaging when it changes its brand and marketing so, while the alterations in Japan have raised eyebrows, they've largely been praised.

Throughout the decades, McDonald's has changed packaging in line with its brand. During its early period from 1955 to 1961, it maintained its packaging in the US and, after some tweaks, larger changes were made when restaurants opened across Europe, including in the UK. The first branch in the UK was opened in Woolwich, southeast London, in 1974.

McDonald's in Japan had distinctive packaging in the 1990s and through to 2010, after which big changes were made. In 2017, packaging underwent tweaks and now, for the first time since, then it'll be overhauled again. McDonald's has been contacted for further comment by Mirror today.

Bradley Jolly