McDonald's is trying to reverse negative sales in the US. As part of its turnaround, the brand has released numerous new menu items. Some insiders feel the strategy is making business worse. "On one hand, McDonald's is talking about menu simplification, while on the other hand they are talking about customization, expanding the line of Quarter Pounders and adding breakfast all day," Richard Adams, a franchisee consultant who worked in corporate offices at McDonald's for nearly two decades, told Business Insider's Hayley Peterson. "They are going in a bunch of different directions and trying to be all things to all people. That's been their problem for the last five or six years." We highlighted the McDonald's identity crisis in a few photos. MCDONALD'S TOOK AN UNAPOLOGETIC APPROACH IN A BIG MAC AD IN FEBRUARY, SAYING THE BRAND'S FOOD IS "NOT GREEK YOGURT" AND "WILL NEVER BE KALE." WEEKS LATER, MCDONALD'S CHANGED ITS STANCE AND STARTED TESTING A BREAKFAST BOWL WITH KALE AT SOUTHERN CALIFORNIA LOCATIONS. ANALYSTS AT JANNEY CAPITAL MARKETS SPECULATE THE DARK, LEAFY GREEN COULD SOON BE OFFERED IN SALADS OR AS SANDWICH TOPPINGS. MCDONALD'S IS ALSO TAKING EXTREME MEASURES TO COMPETE WITH "BETTER BURGER" COMPETITORS LIKE FIVE GUYS AND SHAKE SHACK. ITS "CREATE YOUR TASTE" TEST INCLUDES CUSTOMIZABLE TOPPINGS LIKE GUACAMOLE AND GRILLED ONIONS. See the rest of the story at Business Insider NOW WATCH: The most expensive and extravagant vacations in the world
 |
| READ THE ORIGINAL POST AT www.businessinsider.com |
