Fixie-pedaling, Big Mac connoisseurs: McDonald's wants your business. In yet another chapter of the chain's identity crisis saga, McDonald's has created a new form of disposable packaging aimed at drive-thru bicyclists. The "McBike" box is designed to slide onto handlebars for easy transport. According to Fortune, the packaging was designed by an ad agency Tribal Buenos Aires in Argentina and has room for a burger, fries, and a drink.
McDonald's (@McDonaldsCorp) March 24, 2015
The product was initially launched in March in bicycle-haven Copenhagen, Denmark during the #imlovinit24 campaign and followed by Medellin, Colombia. According to an ad released June 17, Tokyo and Amsterdam are the next cities slated to receive the McBike.
It's the latest in a rebranding effort by McDonald's, which is fighting a massive sales slump. The company plans to close an unprecedented number of stores. Last week, the chain announced plans to expand its all-day breakfast test and in May reversed its position on kale.