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




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