Its obvious that McDonald’s has been dominating the fast food industry for decades and nearly everybody in the world has ordered off the famous menu. Yet, they are still trying to rejuvenate their image and I would like to ask why?
Taking a closer look, the demand for fast food is decreasing. McDonald’s reports state that there are much fewer people eating at the restaurant during lunch and dinner. This caused McDonald’s to endure a decline of 2%, in the span of a year, of people coming in at supper. However, as of September 2015, McDonald’s is making an attempt at becoming a more sophisticated restaurant. They are doing this by implementing digital kiosks that allow customers to completely customize their burgers and hiring extra staff to bring the order directly to the customers table.
Unfortunately, I do not think that this will attract more people to come to McDonald’s. They have a reputation of serving fast and cheap food. The majority of people that go to McDonald’s are just looking for a quick meal on the go that won’t break the bank. The consumers will not all of a sudden be more inclined to spend remarkably more on a meal from McDonald’s when they know the quality will be sub par. Instead, people will decide to stay home and cook or find a healthier alternative for the same price. The idea of the kiosk is great, but it’s hard to transition into an upscale restaurant all of a sudden when for decades McDonald’s has been known for providing cheap fast food.
