Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • What can McDonald’s learn from fast-casual chains?
  • What can McDonald’s learn from fast-casual chains?
    Steven Depolo, Creative Commons (2012) ©
CASE STUDY

McDonald’s Eat-In: slowing down fast food

News that McDonald’s profits fell 21% in Q4 2015 highlighted how the brand had lost touch with consumers. Trials in Australia and the Netherlands aim to make the brand relevant again, but can customisable menus and more comfortable restaurants bring people back through the golden arches?

Location Global

Scope
When McDonald’s announced that its profits for Q4 2014 had plunged 21% it was clear that the brand needed to turn itself around. [1] Experiments from Australia to the Netherlands are helping the brand become relevant again – starting with slower, customisable menus and more comfortable restaurants – but will they be enough to change the company’s fortunes?

McDonald’s CEO Steve Easterbrook explained the disappointing results by saying “in the last five years, the world has moved faster outside the business than inside.” [2] Fast-casual chains such as Chipotle – whose profits soared 29% in 2014 ...

Canvas8

Related

  • Fast casual diners want to build their own meal Fast casual diners want to build their own meal

    It's a format pioneered by Subway and perfected by Chipotle. Now, the build-your-own meal is reshaping restaurants across the US. As fast food giants like McDonald's struggle to boost sales, fast casual restaurants are flourishing by letting people choose their own ingredients.

  • McDonald’s serves up table service in Germany McDonald’s serves up table service in Germany

    What do you expect from your experience when you head into a McDonald’s? Outrageously long queues? Check. Outrageously low prices? Check. Table service? Wait, what? That’s exactly what German customers can now expect, as the chain attempts to win hearts and stomachs in one of its weakest markets.

  • McDonald's goes hipster with McCafé McDonald's goes hipster with McCafé

    On the outside it looks like just another café. But the hipster-looking diner named The Corner in the inner-city Sydney suburb of Camperdown is actually a 'learning lab' for McDonald's. And it's a smart way of providing feedback on a new trendy menu for the fast food giant.

  • Wireless charging at McDonald's Wireless charging at McDonald's

    Two thirds of us suffer from nomophobia – no-mobile-phone-phobia. And whether at work or out with friends, it’s true that when your phone runs out of power, at the very least it’s inconvenient. McDonald’s is combatting this by installing wireless charging points.

  • McDonald's lets people build their own burger McDonald's lets people build their own burger

    With McDonald's challenged by fast food chains like Chipotle and Subway – which emphasise fresher ingredients and let people choose what goes into their products – the burger chain is expanding the "create your own taste" option. But can it boost sliding sales?

  • Article image The 4 to 9ers: Subway's YouTube sitcom for Gen Z

    Gen Z had eluded Subway. Teens are watching less live TV, so they don’t see its ads, and they don't like direct advertising. So Subway launched sitcom The 4 to 9ers, and the first season attracted 18 million viewers. But who wants to watch a TV show created by a fast food chain?

  • Are Millennials over McDonald’s? Are Millennials over McDonald’s?

    As McDonald’s sees sales slump, new reports suggest the brand is losing relevance with younger diners, as fast casual chains like Chipotle and Five Guys are seen as delivering better quality, fresher and healthier fare. Are Millennials over McDonald’s?

  • Article image U.S. Taco Co.: Instagram-ready tacos

    The American appetite for fast food is waning. Instead, people are hungry for experiences. In response, fast food chain Taco Bell has launched an upmarket Mexican-American restaurant brand, aimed at a Millennial demographic demanding fresh, gourmet food in a casual setting.