McDonald's has implemented a new franchise slogan, "Lovin' Beats Hatin," which has drawn criticism from a number of consumers and business analysts.
The new slogan is set to be put in place within the next few months in hopes of promoting a new image for the company. It's old slogan, "I'm Lovin' It," was historically targeted at marketing its menu items.
"The slogan is a misdirected strategic response at several levels to the large number of adverse opinions about the firm's food and employment practices that have recently surfaced over the Internet," Piyush Kumar, assistant professor at University of Georgia's Terry College of Business told CBS MoneyWatch in an email.
"It appears to be a defensive tactic that seems to take a condescending approach towards those who may have taken an adversarial position to the firm or the brand."
A majority of the criticisms surrounding the new slogan point to the company's defense of its menu items, seemingly acknowledging its recent loss in profits due to health concerns.
McDonald's is expected to include the new slogan in a 60-second commercial made especially for the Feb. 1 Super Bowl.
The company has not addressed criticisms concerning the slogan.
