It’s Not About the Menu

14 Yr old burger

The leadership at McDonald’s surely knows that customers are leaving due to the public concern over crappy food, of which they serve in massive quantities. It’s no surprise that Chipotle and 5 Guys are growing faster than they can manage while McDonald’s is contracting and heading for the history books.

Their grand idea of reducing the complexity of the menu is not the solution, nor does it have anything to do with the problem of declining sales. People haven’t stopped going to McDonald’s because their brains can’t decipher the menu. It’s because of the toxic garbage that they peddle to a less and less suspecting population.

But they just can’t change their direction. Like Walmart, they are entrenched in a model entirely based on the cheapest supply lines possible to maximize profits. While that may work for Walmart, it no longer works in the food industry.

The fast food industry is changing at a rapid pace and unless the old stalwarts radically change their business model, they aren’t going to be around much longer. Younger people are more educated about the dangers of industrial agriculture and are avoiding those that cling to it. They are willing to spend more for decent food, much like they are willing to spend more for decently designed laptops.

I can’t remember the last time I went to one of the big burger houses, but if they suddenly switched to humanely treated animal products without the usual concoction of chemicals, I might return. In the meantime, I’ll keep spending my money at Chipotle and the like.

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