– improve McDonald’s reputation within the industry----- They do not aim solely at being perceived as a healthy restaurant, but as a restaurant that offers alternative meals for their public's. They furthermore want to be recognized as a company which is aware of the growing societal issues of obesity.

– Reinforce McD’s image with a new communication focus
-- Simultaneously with the increasing focus on healthier alternatives, McD has realized that they have to change their focus in order to create a new image and perception of McD.

Promote their new initiatives to new potential customers. It is obvious that the new strategy will generate a positive relationship between existing customers and potential customers due to the fact that the strategy will create access to new markets and that existing customers now have a broader range to choose from including the original menu choice.
2. Task management goals:

----They are still perceived in this way but at the same time people now know that they offer some alternatives.
---McD have been really good at communicating their products’ nutritional values. This has increased the transparency and makes it possible for people to know how many calories they consume in a meal. This way they are perceived as being a more open and credible organization.
-----McD should focus on maintaining this position. They should be a place for all kinds of people and continue to develop both their burgers and also the healthier alternatives. However, they should still keep their original brand.

2. Acceptance objective: Create a smooth transition when trying to increase positive attitude towards the healthier new alternatives.

3.Action objective:

– Opinion action: to have the customers who are fond of the changes spread the word

– Behavior: To change the behavior of existing customers to also  buy the new options, and to attract new customers who are interested in the new products.