New McDonald's Turnaround Plan Makes No Mention Of Food
Many major food companies — including Chipotle, Panera, Tyson Foods, Starbucks, and Shake Shack — have made big health-driven changes to their menus and policies, catering to the more modern, natural-ingredient-seeking consumer.
But reigning fast-food king McDonald's, as we know, can't exactly pride itself on its ingredients. It's tried several tactics to earn consumers' trust, such as a campaign emphasizing transparency (which just grossed us out even more) and misleading product descriptors ("Artisan"? Seriously?).
None of it has worked.
So today, the company came out with a "turnaround plan." You'd think it would include a commitment to improving the quality of its ingredients, but no, the plan actually made no mention of food — you know, the main product it sells and the biggest source of its problems.
Instead, as CEO Steve Easterbrook outlined in a video announcement, the chain plans to reorganize its corporate makeup by re-franchising thousands of its restaurants and giving billions of dollars back to its shareholders.
He believes this plan will "shape McDonald's future as a modern, progressive burger company," but it's unclear how restructuring its business without any promise of ingredient improvement would bring people back through the golden arches.
What do you think?
(h/t Chicago Tribune)