Marketing Currents - Business and Marketing Current Events

McDonald’s Rebranding The Crispy Chicken Sandwich Name To The McCrispy


Bye-bye Crispy Chicken Sandwich. Hello McCrispy.

McDonald’s is choosing to rebrand the name of the Crispy Chicken Sandwich to the more catchy McCrispy. 

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Discussion Questions:

  1. What is a brand?
  2. Is McDonald’s a brand?
  3. Is the Crispy Chicken sandwich a brand?
  4. Why do you think McDonald’s is rebranding its Crispy Chicken Sandwich?
  5. Why do you think they chose to rename it “McCrispy”?
  6. What is market research?
  7. Why do you think they tested the new name in Canada last summer before introducing the new name in the United States?
  8. Why do you think they also chose to introduce two new menu items at the same time as the rebrand?
  9. When will the new items be available?
  10. Why do you think McDonald’s is so focused on a chicken sandwich product?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.