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McDonald’s

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rm1x

Willard Scott as Ronald McDonald

McDonald’s constant gimmicks to reinvent itself are ridiculous and hilarious. Yes, I’m sure breakfast bowls with kale are totally going to revolutionize the chain, bringing it back to the glories of decades past! And I know, what if we reinvent the Hamburglar! This is a brilliant idea because I just learned about Poochie and thought it was a model for how I could totally leverage remaking one of our characters for a corporate synergy!

Now, I admit I am not a corporate hack with a talent for meaningless mumbo-jumbo so what do I know. But if McDonald’s wants to reinvent itself, why not, oh I don’t know, produce a burger that’s not disgusting? I mean, call me crazy. But if you are getting killed by Five Guys, Chipotle, and many other upstarts, maybe you should realize what Five Guys does better than you, which is to produce a burger that is not disgusting. Keep the fries–they’re great! And then combine them with a burger that is not grey and with toppings that have even modicum of character.

Is this that hard to figure out? With all of McDonald’s other advantages either gone or mitigated by changing times–a lack of competition from higher end fast food changes, the decline of the car culture that fueled its early years combined with every other chain having driving through windows, that it is no longer a destination for children, etc–doesn’t it have to compete with its actual product? I suppose it could pull a rabbit from the hat like it did with chicken nuggets in the 80s or like Taco Bell with its Doritos tacos, but one can hardly count on that. And said miracle product is surely not going to be a kale breakfast bowl. Given the incredibly low standards of the product at McDonald’s (again, outside of the fries), it’s not surprising it is becoming the K-Mart of the food industry.

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