“Quality, service, cleanliness, and value.” Those were the core ideals of Ray Kroc, the man who bought McDonald’s in the mid-1950s and turned it into the most successful fast food enterprise of all time. But in past years, the burger chain has been slacking in every single one of those categories — and it’s beginning to catch up to it.
“Though the fast food giant will be closing hundreds of locations this year, it still thinks it’s ahead of the game,” says the narrator in the above Eater video. It breaks down the chain’s many failures: efficiency over ethics. Low prices over quality. Poorly-paid workers. Out-of-touch (and handsomely-paid) executives. Unhealthy ingredients and portion sizes.
It all points to failure for McDonald’s. Especially the company’s massive restructuring plan announced earlier this year, in which new CEO Steve Easterbrook didn’t mention food once in his 23-minute-long address announcing the changes. Only later did McDonald’s big play emerge in the press: McDonald’s would warm its buns for a measly additional five seconds.
“Unless it makes an about-face, McDonald’s may lose its place at the top of the American food system,” the narrator concludes.
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