• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Even McDonalds burgers are in trouble

McDonalds Burgers. If you follow this blog at all, you know that I have written about the fast food category quite a bit (and that Stealing Share has experience in this market). Most of the major fast food chains are losing market share, seeing weak and negative same-store growth and are consistently trying to out maneuver each other with new menu items. (Cheetos Chicken Fries from Burger King anyone?)

McDonalds burgers
Fewer people are eating McDonalds burgers

Recently, I read an article from the Wall Street Journal about McDonalds recent sales declines. This article was different from the litany of business articles about McDonalds struggles because it specifically looked at the its staple product – the burger.

Fewer people prefer McDonalds burgers

For a while now, McDonalds burgers have suffered from a number of quality issues, like dealing with the whole pink slime thing from a few years ago and the fact that burger chains like Five Guys and Smashburger are doing pretty well with better and fresher ingredients.

McDonalds has decided that now would be a good time to take a look at the quality of McDonalds burgers again.

At this point, however, this seems futile. McDonalds has already lost and I think its leaders know it too. Proof of this is in its current expansion of its all-day breakfast options. As wildly successful as McDonalds burgers has been, they are dinosaurs. McDonalds recent inability to adapt to the changing wants and needs of the consumer is proof of that. If McDonalds really wanted to compete (past tense) then it should have made a better Big Mac a long time ago, before its customers left the brand.

Now, even if it does come up with a better burger, it will still need to convince people that it is truly better. That process takes a lot of money and a lot of time. Unless McDonalds can fundamentally take a look at itself more harshly, there is not enough of either to fix what’s wrong with McDonalds burgers.

One thought on “Even McDonalds burgers are in trouble

  1. I LOVE what you have to say about food (burgers), craft beer and the power of well orchestrated brands. You are so insightful and I learn really valuable information every time I visit your blog. In fact one of my best clients is a high end steakhouse in NYC. Donny’s entire life revolves around the food industry. I often attend events he puts together where 100’s of foodies wander around taking instagram shots of their “faves” and share for days and days. It’s an endless ocean of amazingly beautiful – artfully presented burgers, baked goods, shrimp and all the rest. There was an enormous opportunity for McDonalds to become a part of this movement. It’s way more than a fad at this point. thefeedfeed (https://www.instagram.com/thefeedfeed/) has over 1 million followers – me being one of them. It’s pretty clear at this point most of these fast food restaurants who still use the same formulated business model from the 60’s are going to be struggling even more – unless they truly re-invent themselves.

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