This undated image provided by McDonald's on Wednesday, April 23, 2014 shows the character Ronald McDonald with updated clothing. On Wednesday, the company said the mascot will take an active role on social media for the first time. The move marks a turnaround from recent years, when he faded to the background as McDonald's came under criticism for using him to market to children. But the world's biggest hamburger chain seems ready to give its clown a higher-profile role as it works to boost weak sales. (AP Photo/McDonald's)
Agnes Varghese, special to wtop.com
WASHINGTON -- In light of declining sales, one of America's fast-food giants is
giving its icon a brand new look.
Instead of his old baggy jumpsuit, Ronald McDonald now sports slim cargo pants and
On special occasions, he pulls out all the stops with a red blazer and
bow tie. This is Ronald's first wardrobe change in 9 years.
McDonald's reports that its American sales have consistently declined over the
past five months.
In addition to the makeover, Ronald McDonald also has hit social media as part of
McDonald's efforts to increase sales.