Payin with "Lovin'" -- a McMistake

[GreatGazoo]

96. They are toying with the idea of doing the Chipotle/Subway thing where you build the burger

right in front of the customer but that would slow down their service a lot so some hybrid of both made-to-order and off the rack may be what they do next.

McDonald’s (MCD) is embarking on some serious soul searching. The chain is setting aside the next 18 months as a period not only to develop the normal lineup of new menu items but also to rebrand itself. McDonald’s needs to be an appealing place to eat, not just a cheap one.

Six quarters is a long time. The chain told investors this week it is taking the next year and a half to regroup after sales continued to slide in the recent quarter and such competitors as fast-growing Chipotle Mexican Grill (CMG) seem to be leaving the burger leader behind. In McDonald’s case, however, the repositioning won’t necessarily involve the typical hallmarks of a rebrand, such as a new logo or total design overhaul (a strategy Olive Garden (DRI) has taken), but will instead focus on reworking the basics: better value, service, marketing, and menu. Why else would it plan to start serving “sustainable beef” in 2016 and add more fruit and vegetable options?

http://www.bloomberg.com/bw/articles/2014-07-23/mcdonalds-to-embark-on-rebranding-initiative-over-next-18-months