Scott Olson/Getty
By Brad Tuttle
December 23, 2014

In 2014, Ronald McDonald got a makeover, with the iconic clown mascot sporting supposedly hipper outfits including a vest, cargo pants, and sometimes a bowtie in order to—again, supposedly—win over new customers, especially younger ones. The makeover, widely decried as “desperate,” is symptomatic of a year marked with a wide range of alternately innovative and puzzling changes made by fast food players. In many ways, 2014 was a year of reckoning and upheaval in fast food, and not only for McDonald’s. Click through the gallery below and you’ll see what we mean.

 

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