So McDonalds has a Brit taking over the helm of the McEmpire, Steve Easterbrook. Looking at his bio on the BBC news site, he has lots of previous history with the group as former president of McDonalds Northern Europe, before stints running Pizza Express and Wagamamas, then returning back to McDonalds.
But the bit that made me smile is his marketing and PR approach.
"Launching a petition to change the dictionary definition of the term McJob as a dead-end job..
He took on Eric Schlosser, author of the bestselling Fast Food Nation, in a fierce debate on the BBC's Newsnight, and then set up a website to answer questions ranging from working conditions to animal welfare, as well as more curious enquiries such as "is there any pork in your gherkins?"
...He took a canny approach to the criticism over the firm's environmental conduct, by campaigning for the Prince's Rainforest Project."
So he's obviously very aware of the image problem fast food has in this modern obese world we live in where the NHS has to buy bigger stretchers and wider ambulances 
Be interesting to see what initiatives and marketing campaigns he launches to convince us how healthy a Big Mac is and if the McJob is something to aspire to rather than a stop gap.
I think we can expect a Brand refresh, or maybe lick of paint in the near future. Must admit, not a McDonalds fan food wise, (as opposed to the other half) but last time I was in, they seemed to be pushing healthier stuff like wraps and non burger stuff. I wonder how far they can push this while keeping their identity. Or will new generations of kids always want a Big Mac?
