Simply put, McDonalds needs to do some major work to reinvent itself.
I wrote about this here on MattChat back in October:
Now.... an update:
"McDonalds on Wednesday said Chief Brand Officer Steve Easterbrook would replace Don Thompson as chief executive after he had held the post just two and a half years."
"McDonalds franchisees have an urgent order for the fast-food giant's new CEO - get back-to-basics. In interviews, franchisees and advisors to restaurant owners say they hope the new chief will shrink its huge menu to concentrate on burgers and fries."
"shrink the menu"
"back to basics"
Both of those sure make sense to me.
(check out this awesome timeline showing the history/growth of the McD's menu: http://www.thrillist.com/eat/nation/a-historical-timeline-of-everything-on-the-mcdonald-s-menu-thrillist-nation)
So, what are some of the changes franchisees are pushing to have made?
-- drop McCafe espresso drinks
-- cut the number of Happy Meal options
-- get rid of the hard-to-make McWraps
-- eliminate redundant items such as the McDouble and Double Cheeseburger
As I read thru these suggestions, the first thought that popped into my head was....
How in the world is a McWrap considered "hard-to-make" ?
Seriously?
Out for now......
Matt