“McTV is here and in high definition,” said Greg Braxton and Joe Flint in the Los Angeles Times. McDonald’s will soon roll out its own television channel, first in 800 outlets in California and then across the U.S. In a bid to “speak directly to customers” in the digital age, McDonald’s has customized programming for different locations, including local news, profiles of local high school athletes, and segments featuring local women “juggling home life with careers.” McDonald’s recognizes that it has a captive audience, says brand consultant Allen Adamson, and while diners are “in line getting their hamburger, there is no escape.” McTV is part of a corporate strategy to convince customers that the chain is not “just a place to grab a quick bite.” Outlets are becoming “more of a destination,” says McDonald’s spokeswoman Danya Proud.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
-
Magazine solutions - December 27, 2024 / January 3, 2025Puzzles and Quizzes Issue - December 27, 2024 / January 3, 2025
-
Magazine printables - December 27, 2024 / January 3, 2025Puzzles and Quizzes Issue - December 27, 2024 / January 3, 2025
-
Why ghost guns are so easy to make — and so dangerousThe Explainer Untraceable, DIY firearms are a growing public health and safety hazard
-
The news at a glance...Internationalfeature International
-
The bottom line
feature Youthful startup founders; High salaries for anesthesiologists; The myth of too much homework; More mothers stay a home; Audiences are down, but box office revenue rises
-
The week at a glance...Americas
feature Americas
-
The news at a glance...United States
feature United States
-
The news at a glance
feature Comcast defends planned TWC merger; Toyota recalls 6.39 million vehicles; Takeda faces $6 billion in damages; American updates loyalty program; Regulators hike leverage ratio
-
The bottom line
feature The rising cost of graduate degrees; NSA surveillance affects tech profits; A glass ceiling for female chefs?; Bonding to a brand name; Generous Wall Street bonuses
-
The news at a glance
feature GM chief faces Congress; FBI targets high-frequency trading; Yellen confirms continued low rates; BofA settles mortgage claims for $9.3B; Apple and Samsung duke it out
-
The week at a glance...International
feature International