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4/28/2015 8:25 PM
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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
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
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
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.
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1 Like
Reply
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jimmc1952
4/28/2015 8:25 PM
18 minutes ago
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
twday
Reply
2 hours ago
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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2 Like
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
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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Scott Crocker
Reply
1 day ago
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
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
hitmon
Reply
1 day ago
Yuck!
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2 Like
peteforester
Reply
1 day ago
ChrisSchultz
Reply
1 day ago
thefur77
Reply
1 day ago
foxviewr
Reply
1 day ago
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
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barry_ny
Reply
1 day ago
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
MawellJaxwell
Reply
1 day ago
@TyTX the most IMPORTANT part- those crowds and staff are
overwhelmingly WHITE!!!
2 Like
starbuk7
Reply
1 day ago
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goddamnit
Reply
1 day ago
peteforester
Reply
1 day ago
MawellJaxwell
Reply
1 day ago
Reply
1 day ago
twistedmind
Reply
1 day ago
goddamnit
Reply
1 day ago
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MarkChristopher2014
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2 days ago
MawellJaxwell
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2 days ago
timmerz
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2 days ago
Monkeeshine
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2 days ago
jeditemple
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2 days ago
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