It’s difficult to think about McDonald’s without picturing its recognizable clown mascot, Ronald McDonald. However, in 2016, Ronald McDonald was removed from the spotlight. This decision was largely influenced by the “creepy clown” phenomenon that swept through the US and the UK, where individuals dressed as scary clowns began terrorizing neighborhoods. McDonald’s decided to distance itself from these unsettling images, citing concerns for “community well-being and public safety.”

Since the 1960s, Ronald McDonald had represented the brand but came under fire for encouraging unhealthy eating habits among children, contributing to childhood obesity. McDonald’s shifted its marketing focus from children to adults, responding to criticism and evolving social norms.

In an effort to cater to an older clientele, McDonald’s debuted sleeker looks and a more adult-focused menu, making Ronald McDonald’s “silly look and innocent persona” seem outdated. His official retirement marked the end of an era as McDonald’s adapted to changing consumer expectations. Ronald McDonald’s influence will always be felt in the history of fast food.