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

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

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 ...



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