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McDonald’s Unveils Latest Moves to Win Over Customers

McDonald's is ringing in the new year with another push in its effort to revamp its image and relationship with customers.

As part of the new look, McDonald's will debut new packaging, signage and uniforms for workers, it said Friday. The company is also planning on increasing its emphasis on the "lovin'" part of its "I'm lovin' it" tagline.

The company is already in the process of enacting a number of changes to cater to consumer trends as it seeks to turn around its struggling U.S. unit. One of these is the Create Your Taste platform, which will enable customers to build their own burgers, that the chain is currently rolling out to U.S. locations. It's a move aimed at incorporating more of the customization that customers expect from restaurants as fast-casual chains like Chipotle Mexican Grill continue to take share in the industry. McDonald's is also continuing to boost transparency about the quality of its food through its Our Food, Your Questions campaign, which has answered more than 20,000 questions about its food.

Three Quarter Pounders Get the Boot in McDonald’s Test Menu 0:31

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-- Katie Little, CNBC