McDonald's has launched a new sales campaign that allows visitors of their locations to customize their orders.
The fast food chain's new "Create Your Taste" initiative is managed via electronic kiosks that provide options for basic ingredients and toppings. The campaign is seen as a way to keep McDonald's competitive---the restaurant brand is reported to be emulating Chipotle's market tactics, given its declining profits.
One of the measures McDonald's officials have made is appointing Silvia Lagnado, a past chief marketing officer for Bacardi Limited, and Robert Gibbs, former press secretary for President Barack Obama, as leaders for the company's rebranding efforts.
The first-mentioned communications official was named global chief marketing officer while the second was named global chief communications officer.
The fast-food chain's Chief Executive Officer Steve Easterbrook recently announced a restructuring strategy aimed at revamping the fast food chain's branding and business model.
The strategy is includes a plan to increase the number of franchise-owned restaurants from 81 to 90 percent, the New York Post reports. This will take place over an extended period of time.
"We are announcing the initial steps to reset and turn around our business," Easterbrook said in a statement, according to the site.
