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McDonald’s changing process

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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