While McDonald’s continues diversifying its menu, focusing on Angus burgers and McCafe drinks, and modernizing its restaurants with WiFi and fireplaces, Ronald McDonald seems to be a bit out of place.
And so the 48-year-old icon has been relegated to “ambassador,” according to Bloomberg News.
Some analysts attribute the mascot’s step outside of the spotlight to his negative, unhealthy connotations. Amid lawsuits and Happy Meal bans, and as McDonald’s embraces more sophistication in its brand messaging – cappuccinos rather than burgers and fries – it makes sense that a kid-friendly clown would take a back seat.
However, Ronald McDonald isn’t exactly collecting unemployment. He will continue to be associated with the chain, touting the Ronald McDonald House Charities and attending local events.
A McDonald’s spokesperson told Bloomberg that he will play an ambassador role, but isn’t tied to the menu.
