News that McDonald’s profits fell 21% in Q4 2015 highlighted how the brand had lost touch with consumers. Trials in Australia and the Netherlands aim to make the brand relevant again, but can customisable menus and more comfortable restaurants bring people back through the golden arches?

Clamorous examples of failed rebrands pepper headlines worldwide. Some have prompted highly-subscripted petitions, while others have generated mocking or hostile campaigns by fans. So how can a brand implement a rebrand without losing its fans?

Fancy a honey sriracha crust or a salad with a balsamic drizzle? These might sound like meals at an upmarket restaurant, but they can be found at Pizza Hut. The rebrand also includes a new logo, delivery boxes, casual-looking uniforms, and a new motto: “The Flavour of Now.”

A ‘cup of Joe’ has become a staple in the American diet. At one end of the market Starbucks has made a name for itself selling flavoured coffees, and at the other end ‘gourmet’ coffee has become a daily choice for 34% of Americans. But can rare brews and a theatrical experience convince customers that Starbucks is now a contender in the ‘premium’ coffee market?