McDonald’s promises a “brand transforming” campaign focusing on celebrating loving more. But the new Big Mac ad does more hating than loving, as it mocks kale-loving foodies. The only loving to be found here is the heart animation circling the signature “I’m lovin’ it” tagline.

With McDonald's challenged by fast food chains like Chipotle and Subway – which emphasise fresher ingredients and let people choose what goes into their products – the burger chain is expanding the "create your own taste" option. But can it boost sliding sales?

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?

Australians visit fast food chains like McDonald’s and Subway four times a month on average. The strongest motivations are price and convenience, mentioned by two thirds of the population, while only 8% said taste encouraged them to eat ‘junk food’.