Not lovin' it: McDonald's is trying to fix its business | Fox News

4/28/2015 8:25 PM

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Published April 27, 2015

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Associated Press

The chain will unveil initial details on a plan to turn around its fortunes on May 4. (Reuters)

When it comes to McDonald's, everyone seems to have an opinion about what the company needs to do differently.
After turning in another quarter of sliding sales and profit, McDonald's CEO Steve Easterbrook said the chain will unveil
initial details on a plan to turn around its fortunes on May 4. Among the challenges it faces are intensifying competition and
an image for serving junk food that it just can't seem to shake.
Already this year, McDonald's has given a nod to the "clean label" trend with a simplified grilled chicken recipe, and
announced plans to curb the use of antibiotics in raising chickens. In March it also hosted a "Turnaround Summit" for
franchisees in the U.S.
The company isn't providing specifics on what will be revealed in May. But McDonald's is one of those names that elicit
strong opinions from all corners and many of them conflict:
EGG MCMUFFINS AROUND THE CLOCK
McDonald's recently began testing an all-day breakfast menu in San Diego, and some are already calling on the company
to take it national.
John Gordon, a restaurant industry analyst, said it's just one way McDonald's could start increasing customer visits to

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For now, most McDonald's restaurants in the U.S. serve breakfast until about 10:30 a.m. In the test, McDonald's is only
serving select breakfast items.
ADD VEGGIE LOVE TO THE MENU
People are increasingly seeking out vegetarian options, even if they're not converting into strict vegetarians, said Paul Shapiro, a spokesman for The Humane Society of the United States. He said that means it's time McDonald's offers a
vegetarian option.
Shapiro noted that many other chains already court people who feel like skipping meat. Chipotle introduced a vegan
topping called Sofritas. Denny's and Johnny Rockets have veggie burgers, and White Castle recently said it would make
veggie sliders a permanent part of its menu after their popularity as a limited-time offer.
"So many of McDonald's competitors are serving plant-based entrees, and McDonald's is lagging behind," Shapiro said.
RAISE WAGES
In a column in The Chicago Tribune, Easterbrook said he wants to transform McDonald's into a "modern, progressive
burger company on many fronts," focusing on perceptions about its food and workers.
It came right after McDonald's said it would raise the starting wage for workers to $1 above the local minimum wage. But
labor organizers who are calling for $15 an hour said the move falls far short, especially since it only applies to
company-owned stores, which account for a tenth of U.S. locations.
Robert Reich, a U.S. labor secretary in the Clinton adminstration and supporter of the Fight for $15 campaign, said raising
wages across the chain would not only mend the chain's image as an employer, but lower its worker turnover and help
business.
GO BACK TO BASICS
While some say McDonald's needs to change more quickly, others say it has strayed too far and needs to get back to
focusing on what it does best: affordable burgers and fries.
"Nobody is going to argue that McDonald's fries are bad," said Laura Ries, president of marketing firm Ries & Ries in
Atlanta.
She said McDonald's should stop chasing trends and trying to appeal to everyone.

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AtomicFury

4/28/2015 8:25 PM

15 minutes ago

It's all my fault. I decided to start eating better and.....

Okay, I was just kidding. I think they are doing the right thing when they
change their menu choices for the better. Everyone has their favorites
but some should go or be improved. I always liked McDonald's and
hope they find a way to evolve.
Like

jimmc1952

Reply

21 minutes ago

I call McD's burgers grey hockey pucks....If they improve, I'll try it....For
now it's BK.....But you know? I remember when they were hot, now
they all come Luke warm. I mean even when It comes right off the grill,
what's up with that?
Like

Tetsujin22

Reply

37 minutes ago

McDonalds is a place either you love or hate, and there are no

shortage of haters in this forum. these haters will never go there no
mater what changes they make. Improve service and those that love it
will continue to and I think they are moving in the right direction. I'm
"lov'in it" because they have given all three of my kids a start in the
world and they all are better for it.
Like

mcharlton1

Reply

1 hour ago

I don't eat there because I end-up with the runs 30 minutes after eating
a Big Mac.
Like

tobywong

Reply

1 hour ago

Breakfast all the time! JEEZ!

Like

iseverynametaken

Reply

1 hour ago

It doesn't have a reputation for selling junk food, they DO sell junk food.

It is cheaper to make any of their meals at home, and far better quality.

The only purpose of McDonalds, or any other fast food is laziness.

This is my opinion, but I feel it is accurate.

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jimmc1952

4/28/2015 8:25 PM

18 minutes ago

@iseverynametaken You are correct, at least as far as why I'll

go. When I go to BK, (which isn't often) it's because I don't feel
like cooking, plain and simple.
Like

DaleThornberry

Reply

1 hour ago

Will McDonald's still pay large sums of money to pro athletes to lie for
them?
Like

RickyVols

Reply

2 hours ago

McDonald's has the best fries in the world, their breakfasts are
outstanding and the rest of the menu, (burgers, etc.) I think is good. I
go to McDonald's regularly and have for 40 years. The problem that I
have is that not all of their restaurants are run the same. The staff is
just adequate at most locations. Compared to Chick Filet, which has
the best fast food employees in the industry, McDonald's falls short. Go
to a McDonald's in a big city, and you will usually not see one American
worker. And in my experience, this usually results in service where the
employee views me with quiet contempt. When I travel, I only stop at
the restaurants that are "in the middle of nowhere" as I get the best
service and food there.
Like

seldls

Reply

2 hours ago

yep adding vegetarian option is really going to turn things around,

cause that's where people go for there healthy food f'n McDonalds.
Laughable, attempting to cater to .2% of your clientele is a recipe for
success.
1 Like

twday

Reply

2 hours ago

McDonalds needs to stop trying to be cool with the stupid slogans.

Stop trying to go after the hip hop and rap crowd. I don't spend my
money there anymore because of that.
1 Like

JustinPlayfair

Reply

2 hours ago

@twday Your point is well taken; after all, the folks they're
trying to appeal to aren't used to actually paying for things.

Then again, maybe they just haven't picked the right slogan
yet. How about, "I'm lootin' it!"

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Reply

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RHughSirius

4/28/2015 8:25 PM

2 hours ago

This is the recent problem with these fast-food chains. They start
out with a standard menu, which regular customers enjoy. Then
they get the foolish notion of wanting to be all things to all
customers. It is then that the original wheels start coming off the
wagon.
3 Like

billsmith63

Reply

1 day ago

If you want good food, don't go to McDonalds - go somewhere else:)

3 Like

billsmith63

Reply

1 day ago

There's no such thing as fast food today. It can take 10 minutes to get
an order at the counter at McDonalds. I never go there expecting good
food, I go there expecting fast food. I miss the days when you place an
order and the clerk turns around, picks it up from under an heat lamp
and gives it to you. SPEED THINGS UP!
2 Like

diatribeinvt

Reply

1 day ago

bring back the fries cooked in coconut oil and let the health fanatics go
into apoplexy
5 Like

frisco_danconia

Reply

1 day ago

I love McDs and Walmart. Given the choice I would rather eat at McDs
over many other places.

However, if McDs caves in to this $15 / hr. starting wage, then I'll never
eat at McDs again in my life. The same goes for Walmart.

Multiple people can play the economic boycott game of Reich and his
freedom destroying communist friends.

Walmart and McDs should pay the rate that will attract employees to
work at those businesses based on voluntary transactions relative to
other wages at substitute jobs.

In other words, Walmart and McDs should follow the "Unknown Ideal"
of laissez faire capitalism.
4 Like

sn0wb0arder

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Reply

1 day ago

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there is nothing appetizing about mcdonalds.

3 Like

Scott Crocker

Reply

1 day ago

The golden arches have come to symbolize fake food.

3 Like

flawidajack

Reply

1 day ago

Fire the clowns. Add Beer and Brats. An occasional corn dog day
wouldn't hurt. Change the slave outfits on the employees to something
a bit more enticing- Think Playboy club of the '60's. No need to thank
me, I'll share in the profits from my stock.
Like

foxviewr

Reply

1 day ago

Reich = Fraud.
2 Like

deliman1963

Reply

1 day ago

McDonald's is too expensive for the quality of food you get. When a
sausage and egg biscuit meal is 7.29, there's a problem somewhere.
9 Like

foxviewr

Reply

1 day ago

@deliman1963 Prices here went up by 30%. Raise the

minimum wage and they are out of business.
7 Like

jduf4

Reply

1 day ago

Yeah the food not only needs to be edible but stop cutting the portions
down. When I was growing up, a burger was a decent size. Now
everything is smaller and it costs more. Does not make sense when
Burger King's Whopper makes a Big Mac look like a slider!
4 Like

saveAmerica2014a

Reply

1 day ago

Raising costs at McDonalds, for any reason, including improving low

skilled workers wages, is a recipe for disaster, I rarely will stop in for a
sundae or breakfast item now, raising the costs 5-20% to pay higher
entry level wages, will deter the occasional visit.
9 Like

hitmon

Reply

1 day ago

Yuck!

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2 Like

peteforester

Reply

1 day ago

To the CEO of McDonalds; 'Wanna figure out why your business is

nosediving? Try your own "food." Somehow your company has lost
sight of the fact that, in order for a restaurant to succeed and thrive, the
food actually needs to be edible!
8 Like

ChrisSchultz

Reply

1 day ago

@peteforester Also he should try ordering to an employee

who barely understands or speaks English.
8 Like

thefur77

Reply

1 day ago

@ChrisSchultz @peteforester not to mention can't

make change without a computers and can't hardly
add the coins together to get the amount the computer
tells them...And they think they deserve $15 and hour?
Go back to basics; quality food at a fair price, even if
you have to replace the cashiers with an automated
self order kiosk. To be honest, I don't mind waiting a
couple of extra minutes for a decent burger....Look at 5
guys. they make a great burger and no one seems to
mind the wait. So there must be a happy medium
between the wait and great food and instant
cardboard.
5 Like

foxviewr

Reply

1 day ago

@peteforester It's not "food" just stomach filler.

3 Like

FB1976

Reply

1 day ago

For everyone concerned about how slow McDs is (I wouldn't know NEVER go there - they are experimenting with machines taking over
the kitchen. The store will have two people - one feeding the machine,
which churns out burgers quicker and more consistently, and one
giving your order to you. The result of the $15/hr crowd is turning the
vast majority of these people into $0/hr. Wow, that helped them. More
government please!
11 Like

Termyt

Reply

1 day ago

@FB1976 The people pushing for $15 an hour minimum wage

don't have these jobs, so they don't care if automation
replaces them. They have (union) jobs that are well above
minimum and contracts that give them guaranteed raises if the

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minimum wage goes up. They don't care if every minimum

wage earner is replaced by a robot as long as minimum wage
increases.
9 Like

barry_ny

Reply

1 day ago

Minimum wage is a back-door business tax increase.

15-25% of every minimum wage dollar goes to the
government. If liberals cared so much about low
income workers, then why don't they eliminate all
taxation on minimum wage workers? Instant increase
in take home pay.
They will never consider this, because it's not about
the poor. It's about government revenue.
2 Like

MawellJaxwell

Reply

1 day ago

McHoodies
2 Like

MawellJaxwell

Reply

1 day ago

Google "
Beaten to Death at McDonalds-Frontpage Mag" and see what
McDonalds is REALLY like!
2 Like

twistedmind

Reply

1 day ago

Why even go to McDonalds anymore? For the price you pay, and the
time you wait for your order. You could have gone to a sit down and
order restaruant and had a better meal.
7 Like

TyTX

Reply

1 day ago

Chick-Fil-A, always crowded, friendly staff, friendly customers (it's

contagious), really fast and courteous service. Good food.
McD's, not so much.
14 Like

MawellJaxwell

Reply

1 day ago

@TyTX the most IMPORTANT part- those crowds and staff are
overwhelmingly WHITE!!!
2 Like

starbuk7

Reply

1 day ago

@MawellJaxwell @TyTX Not sure what Chick-Fil-A

you have been to lately but the ones in San Diego

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whites are a minority behind the counter!!

2 Like

goddamnit

Reply

1 day ago

@starbuk7 @MawellJaxwell @TyTX But it

sounds SO MUCH BETTER the way ol'
Maxwell said it ...
3 Like

peteforester

Reply

1 day ago

@starbuk7 @MawellJaxwell @TyTX Most

likely, so's English!
2 Like

MawellJaxwell

Reply

1 day ago

@starbuk7 @MawellJaxwell @TyTX not

sure what chick fil a you go to but I travel the
country for work and they are overwhelmingly
white. They are also known for only opening
up locations in white areas. If you want to talk
about san diego then all I can say is that the
demographics of the area are probably such
that white employees just can't be found.
2 Like

Jack in Key West

Reply

1 day ago

The only time I visit a McDonalds is for breakfast. It still amazes me

how SLOOOOOOW everyone behind the counter is walking back and
forth, talking or texting on their cellphones, and they call this a FAST
FOOD joint! It drives me nuts to see a line at the counter, and up to
half-a-dozen "employees" (I use the term loosely...) standing around
like a bunch of zombies. I wouldn't pay them $5 an hour, much less
$15.
9 Like

twistedmind

Reply

1 day ago

@Jack in Key West I worked in a McDonalds in the early 90's.

I would have been fired if it took me as long to get orders out
as the current McDonalds does.
9 Like

goddamnit

Reply

1 day ago

@twistedmind @Jack in Key West I worked in a

McDonalds in the 1970s, and we were required to get
to food out fast and not waste any time. We were
constantly measured/evaluated based on
responsiveness and friendliness toward customers.
When you go there now, the employees make you

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feel like it is your honor that they're even

acknowledging your presence.
3 Like

MarkChristopher2014

Reply

2 days ago

McDonalds just got to be to big, to fast. They wanted to be applied to

all aspects and over stretched themselves. My first job was at a
McDonalds in 1997. We had about 40 items on the menu, now they
have what 200?

Reduce and go back

5 Like

MawellJaxwell

Reply

2 days ago

@MarkChristopher2014 McDonalds just became too black!

5 Like

timmerz

Reply

2 days ago

over PRICED NASTY TASTE FOOD

5 Like

Monkeeshine

Reply

2 days ago

McD's CEO should visit a Five Guys Burger joint to witness an

exceptional business model. Every employee greets customers when
they walk in....even the cooks behind the counter. Great food, plenty of
it, and reasonable prices. That's all it takes to get customers to keep
coming.
13 Like

jeditemple

Reply

2 days ago

@Monkeeshine I totally agree with you!

2 Like

Reply

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