McDonalds is trying to morph into a more upscale establishment. Ronald McDonald is likely to get pushed into the background. 

The company will be changing the overall branding concept entirely trying to attract an audience similar to Starbucks. 

"Amid intensifying concern over surging obesity rates, the chain has distanced itself from its fast-food origins, adding cafe-friendly items such as fruit smoothies and dolling up restaurants with free WiFi and padded seats. While the shift helped to revive sales growth last year -- McDonald's has credited McCafe coffee for revenue growth in six of the past seven quarters -- the new adults-only ambiance leaves little room for Ronald." Bloomberg

For those who don't like clowns, this may be welcome news...