McDonald's wants cool new uniform

McDonald's may hire the all-American fashion designer Tommy Hilfiger or the rapper Sean "P Diddy" Combs or to redesign the uniforms of its army of workers, in its latest attempt to revamp the tired image of the fast-food chain.

McDonald's has hired Steve Stoute, of the New York-based brand imaging firm Translation, to find a suitably hip designer to make the official McDonald's garb look trendy while its wearer toils over the deep fat fryer.

Also on Mr Stoute's potential list is the rapper Jay-Z, whose fashion label is Rocawear, and the popular chain stores American Eagle Outfitters and Abercrombie & Fitch. Ralph Lauren and Giorgio Armani are also being considered.

A spokesman for McDonald's said: "It would be pretty cool if our employees liked their uniforms so much that they would also want to wear them while they were not working."

The move, which will take effect only in the US, is the latest attempt by McDonald's to appeal to younger customers. Mr Stoute has brought in the pop singers Justin Timberlake and Destiny's Child to record its "I'm lovin' it" jingle.

On the food front, too, McDonald's has been trying to move towards a fresher image by introducing salads and other healthier options on to its menu. It is battling to reverse declining sales in some of its key markets, including the UK and Germany.

The company has said that consumers in the UK in particular have been put off by nutritional concerns about its traditional burgers and fries.

With that in mind, Mr Stoute may not want to pursue at least one designer on his list: Russell Simmons, who makes clothes branded "Phat Farm".

- INDEPENDENT