Mike Donahue, former head of communications at McDonald’s explained the idea behind the concept of “Stephanie”:

“We think the biggest unmet customer need is great-tasting, delicious, affordable food that is also good for you. We want the whole feel and environment to be socially responsible; we want it to be a respite.”

In my mind, the greatest obstacle for “Stephanie” is going to be convincing customers that green and healthy does not mean more expensive and less tasty.

With entrees starting at 8-12$, we will see how they do to challenge this perception.

I am pretty obsessed with the idea of grass parking lots and rooftop herb gardens however.

(image from adage)

Read the entire article at Brand Channel.