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.

“Must a cup or bag suffer an existence that's limited to just one humble purpose?” Given that, as part of its Cultivating Thoughts campaign, Chipotle’s packaging is now adorned with evocative literature, the chain doesn’t seem to think so. But is there such a thing as intelligent wackaging?

While McDonald’s and Michelin may begin with the same letter, you’d be forgiven for thinking that’s the only thing the two have in common. Now, in consultation with chefs from Michelin-starred restaurants, McDonald’s is set to pilot a range of premium burgers across London and the South East.