Like it, don't love it.

Simple. Pleasant. Retro. Feels a little dated in a way that BK's new identity doesn't.

The timing is curious. Too close to BK's debut to be a copycat, but the similarities are undeniable. Is this the new fast food trend? https://www.itsnicethat.com/news/pearlfisher-mcdonalds-packaging-redesign-graphic-design-illustration-150221

One thing I really like: this system is designed to make identifying different menu items easier (for staff and patrons). Instead of everything going into the same red box or white wrapper, each item has a unique illustration.

I love a design system with practical applications.

One thing I don't like: this system isn't obviously McDonald's in the way BK's is obviously BK. It isn't clearly tied to core values the way BK's system is.

Take the Golden Arches off these designs and they could be generic food court items. (Except the fries, those are iconic.)