News that McDonald’s profits fell 21% in Q4 2015 highlighted how the brand had lost touch with consumers. Trials in Australia and the Netherlands aim to make the brand relevant again, but can customisable menus and more comfortable restaurants bring people back through the golden arches?

McDonald’s has already jumped on the vlogger bandwagon, launching a youth-oriented YouTube channel fronted by star vloggers Gabriella Lindley and Oli White. But now the chain is attaching even more stock to this kind of marketing, using it to dispel negative myths about the brand.

At age 3, around a quarter of children go online daily, increasing to about 50% by age 5. And if the internet really is as “dangerous as letting children go out into the street”, is child-friendly software and brightly-coloured ‘kid versions’ enough to keep Gen Z surfers safe and happy?

In a bid to make its platform more child-friendly, YouTube has launched an app specifically designed for kids. The app will include parental control functions and curate kid-friendly content provided by a number of media companies including TuTiTuTV, and Dreamworks TV.