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Where's the McDonald's museum in company's headquarters plan?

Given a first glimpse at plans for the 608,000-square-foot complex McDonald's intends to call home when it moves its headquarters from the suburbs to Chicago in a couple of years, it's what people don't see that's getting all the attention.

There's not enough parking, some say. There's not enough green space. There's no McDonald's restaurant. But here's another glaring omission few if any have seemed to notice yet: There's no McDonald's museum.

That's a mistake on par with the Hula Burger, a grilled pineapple slice with cheese on a bun that corporate boss Ray Kroc once thought could rival Filet-O-Fish for the affections of Catholics giving up meat on Fridays during Lent. (Spoiler alert: It didn't.)

The absence of a museum is a missed opportunity and not just for the company, which would get an opportunity to present itself, its heritage and its place in global culture to the public. The city also loses out on a possible tourist attraction.

Asked Thursday about including a museum, a restaurant, a company store hawking branded merchandise in its plans, McDonald's said in a statement: "We would encourage everyone to keep all planning in perspective. We just signed the lease last week and are very much in the early stages of working on designs and features with architects and developers."

Fair enough, but this is a gimme.

McDonald's enjoys a tight relationship with Coca-Cola. When the burger behemoth is thinking of expanding its empire into new markets overseas, it consults the people at Coke, who invariably have ventured into that corner of the world already.

What Coca-Cola could tell McDonald's is that the World of Coca-Cola, a gigantic ad for the company embedded in an Atlanta museum, draws more than 1 million visitors a year from all around the country and all around the world.

They're given a history of Coke, a tutorial in everything from how the drink came to exist, how it is marketed, what went into the distinct curve of its bottle and how deeply ingrained in Americana and beyond it has become.

Over the top, sure. But people pay for it. They buy souvenirs too.

The highlight for most at World of Coca-Cola comes at the end of a visit, just before the gift shop. There's a tasting room where visitors can sample Coca-Cola products from all around the world, many not otherwise available in the United States.

Imagine a replica of the set used in the old McDonaldland commercials, a montage of scenes in movies and TV shows featuring the golden arches, a prototype McDonald's of the future.

Who knows? The failure of the Hula Burger could be made to seem almost noble in a McDonald's museum the way the World of Coca-Cola puts the best face possible on the New Coke gaffe.

Narrative is a big part of branding today. The story of what a brand is, has been and can be expected to be helps give it meaning and resonance. Smart companies shape and control their own legends, or at least manage them, but that's not always possible.


原文見: Where's the McDonald's museum in company's headquarters plan? | SourceEC - Corporate Gifts Malaysia | Promotional Gifts | Door Gifts Blog
Where's the McDonald's museum in company's headquarters plan? Reviewed by Unknown on 9:30 AM Rating: 5

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