What can McDonald's do to fix its business?
NEW YORK — 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.
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.
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:
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 stores, given the enormous popularity of its breakfast menu.
Veggie lovers
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 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.
Raise wages
In a column in The Chicago Tribune, Easterbrook said he wants to transform McDonald’s into “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.
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.
Send Ronald packing
Ronald McDonald has been a source of tension among some who say the chain uses its mascot to market unhealthy food to children. By retiring the redheaded clown, McDonald’s could start rebuilding its trust with many moms, said Jesse Bragg, spokesman for Corporate Accountability International.
