In regard to the Sidelining of Ronald McDonald –
While Ronald still plays an ambassador role, he isn’t tied to the menu, says spokeswoman Danya Proud. Even as mascots like Burger King’s King shill on TV and the Web, Ronald has ceded the limelight to budding singers and dancers who sell mochas and frappes — not Happy Meals.
“We haven’t been seeing a lot of Ronald McDonald,” said Tim Calkins, a marketing professor at Northwestern University in Evanston, Illinois. “They’re beginning to appeal to much more sophisticated individuals.”
Did the good doctor just imply that McDonald’s was now a destination of the urbane sophisticate?