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deep depression

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McDonald’s new all-day breakfast menu that started this month is receiving lots of attention — and criticism — but that hasn’t prevented competitors from duplicating McDonald’s move. A minumum of one Burger King is serving some breakfast things throughout the day.

Burger King servers its all-day breakfast menu includes croissants, muffins, French toast, hash browns and a breakfast platter.

 

This past year, Burger King chose to enter the fast food breakfast wars by offering its burgers as part of its morning menu at breakfast.

Meanwhile, the supervisor in the McDonald’s location on the other side of the road, which is owned and run by an independent franchisee, said customer reaction to the brand new breakfast menu is “exceptional” and “busy,” with customers buying a variety of items from McMuffins to yogurt, hash browns, hotcakes and more.

Burger King didn’t react to a request for comment.

A spokeswoman for McDonald’s declined to give figures for how well the all-day breakfast menu is not undo, citing the business ‘s quiet period ahead of its own earnings release on Thursday. News reports mention not satisfy franchise proprietors who say the all-day breakfast menu is causing production problems in kitchens that possess a wider menu to organize.

The McDonald’s spokeswoman did share a comment from LeAnn Richards, a McDonald’s franchisee in Arizona.

“The many franchisees I’ve talked to are beyond thrilled with All Day Breakfast,” Richards’ statement read. “The franchisee community is as surprised by that survey as I was because we’re seeing such excitement and success in the restaurants. Customers love it, it’s exceeded expectations and the crew are really energized. It’s really fun to see these responses. Most of the early operational challenges have been overcome and it’s been a phenomenal success for everyone.”

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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.