Today, the sentence above seems far fetched. Which child or person with the right mind-set would beg for McD's? And if they do, please take them to Five Guys or any other burger joint, really.
McD's is in big trouble; their sales keep falling and, well, their burgers suck. Competition is very fierce and consumer preference has changed. McD's core customer still lines up in the drive-through, but the company needs to appeal to a broader customer base. These other customers want higher quality and better tasting food.
McD's certainly knows all of this (I hope). Though, addressing the issue is complicated. If they continue with low-quality food, they will continue to suffer from falling sales. If they decide to offer high-quality food, their service will become slower and more expensive, which most likely will alienate their core customers.
What can they do? Where should they go?
Right now, McD's is trying to be everything to everyone. They want to continue being fast, but also offer high-quality food and customization. This solution seems like the easy way out of the problem. However, you cannot have quality and customization, while still being just as fast. That's just common sense. Drive-through customers, 2/3 of McD's business, will not wait another 1 or 2 minutes for their burger. As the line grows bigger, people will just drive away. Also, with better quality food comes a higher price. If McD's becomes slower and more expensive, their core customers will most certainly revolt. In addition,when brands decide to appeal to everyone their image becomes blurred and they tend to fail.
Times have changed, McDonald's. That is the hard truth. You got stuck on a price war against other chains and lost sight of current consumer preference. You need to reinvent yourself, once again. You need a better image and better food. I know, I know... you are trying to improve your image with campaigns such as “Our Food, Your Questions”and "billions heard" instead of "billions served", but that alone is not enough. In order to succeed in today's world, you must stand for something. What is your creed?
For a company with McDonald's size, change comes slowly. The picture above was taken in NYC in February. It shows an awful looking golden arches signage with the old tagline and a few letters missing. If McDonalds wants to succeed, it will need to do more, and faster. People have no pity for when the Goliath's of our world fall, and everyone likes an underdog.
McDondald's needs to focus big time on their burger and on their image. It needs to stop trying to win customers with wraps, salads, and chicken crap. Yes, it's great to have salads and apples, but the chain must simplify their menu and offer a clearer vision. People still want to eat burgers, just not McDonald's burgers.
Additional info:
McDonald's is the worlds largest burger chain, with 36,000 stores worldwide and about 14,000 of those are in the US.
McDonald's burger was ranked as the worst burger in the U.S. by Consumer Reports
McDonald's is facing their worst sales decline in 10 years
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