Even McDonalds burgers are in trouble

Tom Dougherty, CEO – Stealing Share

12 October 2016

Fast food industry’s new harbinger of doom

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.

See more posts in the following related categories: Fast Food Industry Five Guys McDonald's Smashburger
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