Places like McDonald’s and Burger King are generally considered classic fast-food giants. The die-hard Big Mac or Whopper fans will always keep them in business, but a new slew of pseudo-fast-food restaurants are giving them a run for their money – even forcing them to reconsider their branding strategies.

These days, Panera Bread has free wi-fi. Noodles and Co. has healthy pasta dishes for around $5. Even Starbucks sells prepackaged deli sandwiches alongside its specialty drinks. But food isn’t the only allure of these new fast-food restaurants: their interiors are decorated with fresh, modern art, their staffs are comprised of enthusiastic young adults, and their customers often treat the establishments more as relaxing hang-out spots than eateries.

These brands accomplish what places like McDonald’s and Burger King fall short of —associating themselves with a growing class of individuals that will pay a little more for an atmospheric, modern meal. They are able to exude sophistication that is affordable, healthy, wholesome, and accessible — and who doesn’t want to be a part of that?

Lately, the previous kings of fast-food are taking a hint from their newer competition’s branding techniques and moving away from the catch-all, fast-food brand of cheap and greasy. McDonald’s, for instance, has recently been implementing new restaurant designs with relaxing color palettes and flowing fonts, along with menu items like fruit smoothies and oatmeal. Burger King is said to be revamping its entire restaurant feel, getting rid of the king mascot as well as adding a new Asian chicken salad to their menu.

But ditching the burger brand that the two chains almost single-handedly created could be hard to do, and regular customers might not embrace the changes. These restaurants take a risky gamble on a new trend that might not outlive their own established brands.

Will McDonald’s or Burger King reach the new standard of fast-food prestige? Share your thoughts!

Contributed by Allison Meeks

McDonald’s has introduced subtle changes over the past few years such as healthier menu options and new coffee drinks. Now, the fast food chain is undergoing a $1billion dollar makeover. According to USA TODAY, McDonald’s hopes to have the majority of America’s 14,000 locations revamped by 2015.

Expect to sit at wooden tables or on faux leather chairs. Bright red and yellow interiors are being traded for muted yellow, orange and green palettes. Though designs vary by location, recent makeovers of select stores have included: Flat-screen TVs, adding second drive-through windows and lounge areas for diners looking to stay a while.

Another new feature seen in some locations: the golden semi-swoosh. McDonald’s calls it the yellow “brow” — or half of a golden arch. Maintaining the familiar yellow design, the brow might be a sleeker, more modern approach to the famous arches.

It is unclear how consumers will react to the renovation. The new look and feel will certainly be familiar to Panera or Starbucks customers, but many Americans grew up with the classic look and could feel alienated by the drastic changes. For now, all eyes are on McDonald’s. America’s largest chain restaurant is redefining itself which could mean big changes in the future for other fast, casual dining competitors.

Caffeine addicts across the world are in uproar over Starbucks’ announcement this week that its logo would be changing to celebrate its 40th anniversary in March and the company’s larger focus.

On Starbucks’ site you can read comments from people upset over the change and even suggesting alternative designs. Interestingly, Starbucks partners (also known as employees) are posting positive comments and are expressing excitement for the change. Commenter Simplycatlin, a partner, says “You guys love the experience not the name and not the green lady…” Bingo.

A brand is so much more than a logo. (Repeat this phrase five times.) It’s about the emotional experience people have with your brand; the unique place your brand holds in people’s hearts and minds.

Maybe all the uproar is not really about the logo, it’s about the fear that people’s favorite brand may be changing and moving away from coffee and its delicious pumpkin cream cheese muffins. Maybe Starbucks brand fans are worried that this “third place” they’ve come to love escaping to could change. Of course, maybe they really just don’t like the new logo.

What do you think – is it the logo or is it more than that causing the controversy?

Please note: This blog entry was not biased in any way by my long-time respect for their brand and my adoration for Howard Schultz, who I affectionately refer to as Howard, like I’ve known him for years.