LONDON, Oct. 13 (UPI) -- McDonald's, the huge U.S. fast food marketer, is dropping its golden arches in Britain for a question mark, the Daily Mirror reported Wednesday.
The move, which is officially launching Thursday, reflects the company's desire to fight U.K. rivals such as trendy sandwich bar Pret a Manger and supermarket salad counters.
Under the new advertising campaign, McDonald's will launch billboard and posters with wholesome images of lettuce leaves, frothy coffee and free range eggs.
Last month, the chain saw pre-tax profits plummet by 71 percent last month when it was revealed that its 770 company-owned British restaurants made just $44 million in 2003, compared with $157 million in 2002.
The decision appears to indicate McDonald's managers believe there is more profit to be had, in markets like Britain, by reinventing its corporate image than trying to cash in on health-conscious diners through buying a relatively unknown restaurant chain or launching a new one that specializes in healthy food.
