McLiterary McCups? McDonald's Is Rebranding To Take On Chipotle

The fast-food giant is undertaking an 18-month effort to change its image in consumers' minds. But don't expect a new logo.

Chipotle may have transformed the fast food industry, but McDonald's isn't going to stand on the sidelines as consumers flock to the Mexican restaurant chain's vegan tofu burritos, literary cups, and brilliant ad campaigns against factory farms.

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