Many consumers see McDonald’s as “the company that’s made America fat,” and popular chains such as Chipotle Mexican Grill are directly attacking the quality of ingredients used by traditional fast-food companies.
McDonald’s decor and basic burgers now seem outmoded, compared to those of its fast-growing rivals.
There’s an interest in new restaurant chain concepts, many of which promote the idea of a better-tasting, more socially responsible alternative to the established fast.
One of McDonald’s greatest strengths is having restaurants everywhere. As its rivals sharpen their attack, it will need to offer consumers a compelling reason to visit them.
McDonald’s goal is to become a “modern, progressive burger company.”
Will they make it?
More info Bloomberg