McDonald’s the brand is in a “deep depression”: franchisees

McDonald’s the brand is in a “deep depression”: franchisees


McDonald’s franchisees believe the brand is in a “deep depression” and could be facing its “final days,” according to another survey. “Probably 30% of operators are insolvent.”

We are a swift-serve not a fast casual fast-food restaurant, like Five Guys or Chipotle. The machine may be facing its final days.”

Over a dozen franchisees expressed frustration with McDonald’s management, saying that CEO Steve Easterbrook’s turnaround strategy — which comprises initiatives like all-day breakfast along with a shift to digital ordering kiosks — is a diversion from the central problems of McDonald’s, like food quality and customer service.

“The lack of consistent direction from Oak Brook is frightening, McDonald’s continue to leap from one unsuccessful initiative to some other,” one franchisee wrote.

A second wrote, “I’ve experienced this company because the early 1970s but have not seen us this leaderless in all my time.”

The business ‘s reaction to their own frustration, one franchisee asserted, is for operators to “get outside of the system” and stop the business.

Several franchisees complained about all-day breakfast, saying that it goes against Easterbrook’s continued promises to simplify the menu and has complicated kitchen operations.

“The system is very lost in the moment,” one franchisee wrote. “Our menu boards remain bloated, and we are still trying to be too many things to too many people. … Matters are broken in the franchisee perspective.”

Franchisees also criticized the “Create Your Taste” application, allowing people to customize their hamburgers with premium ingredients.

Kalinowski interviewed 29 US franchisees covering about 226 restaurants for the survey. McDonald’s has more than 14,000 eateries in the US. We reached out to and will update if we hear back.

McDonald’s is attempting to animate business following seven straight quarters of same-store sales declines in the United States.