Amidst increased competition in the fast food space, McDonald’s Corporation (NYSE:MCD) seems to be struggling to lure customers who seem to have been tapped by the likes of Chipotle Mexican Grill, Inc. (NYSE:CMG) and Five Guys. During an interview on Fox Business, Political Prospect Editor, Kayleigh McEnany, reiterated that the company might be struggling with an identity crisis in trying to stay at par with the growing competition.
A 21% drop in earnings ramped up another dismal performance in 2014, marking five consecutive quarters of declining sales. Changes in consumer tastes, as well as menu missteps, are seen as some of the factors that have plummeted MacDonald’s to its current woes.
“They’re trying to compete with these Fast casuals the Panera Bread Co (NASDAQ:PNRA) the Chipotle Mexican Grill, Inc. (NYSE:CMG) of the world, but you can’t. You’ve got to embrace what you are. McDonald’s Corporation (NYSE:MCD) is the place you go, it is the place you go when you want to go for hamburger; bad meal basically.” said Mrs. Kayleigh McEnany.
An acknowledgement by CEO, Don Thompson, that it will take some time before McDonald’s Corporation (NYSE:MCD) makes its mark in the food space is a clear indication that all is not well. The Millennia’s have certainly stopped visiting the giant food store with the likes of five guys and Chipotle Mexican Grill, Inc. (NYSE:CMG) thought to be attracting most of them.
Complicated menus, as well as slow services, continue to compound more problems on McDonald’s Corporation (NYSE:MCD) which is increasingly losing identity with the young consumers. Fox Business, Tracy Byrnes, maintains it might be high time that the giant food store went back to the basics in terms of its food menu if it is to stay in touch with the young consumers.
Five consecutive quarters of declining sales is a clear indication that MacDonald’s needs to do a lot on the marketing front, if it is to regain its footing in the space amidst increased competition.
“I don’t think it is the place you go anymore for a burger this is their problem. The kids don’t think to go to McDonald’s Corporation (NYSE:MCD) anymore. They have to figure out how to get not even the Millennial the next generation in. Where do they go? They go Moors they go to Five Guys I mean there is a litany of places that they choose to go to before McDonald’s Corporation (NYSE:MCD),” said Mrs. Byrnes.
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