McDonald's: Problemer og turnaround strategi

Hello fellow students I want to thank Stanford University for letting me give you a speech. My name is Valentina and I study marketing and Economics at this university. Today I am going to talk about McDonalds. First, I will analyze the company’s current problems and then discuss if a turnaround strategy will solve the problem.

McDonald’s current problems are that there is a significant sales decline of 4.6% in the US. There are many reasons why the sales are still in a slump. One of the reasons is that their current menu, which grew up to 70% in 2007, is the reason why there is long wait and falling customer service, which makes McDonalds to bad competitors. That is why employees and franchisees complain because there are many constant menu items that create economic and operational challenges. Among other things, the consumers are eager for something new to personalize their food like "Five Guys" and Chipotle ". There is hard competition in the industry because there are other fast food chains that are faster to service than McDonalds. Another problem is that McDonald's have received accusations of their food is unhealthy and overly processed.

McDonalds have been working on these issues by modernizing with some technology, which means that now you can pay with apple pay at McDonalds if you do not have your card with you. They are also having tablets in the restaurants where you can order your own food from there and even design your own burger. This saves the employees a lot of time and the delivery is faster than before. Happy customers are very important for McDonalds to have. Franchisees are also pleased about the new change because now they can determine the menus and campaigns for different regional restaurants in the United States. They have removed the current menu and made fewer menus where consumers can decide what they want, which makes the experience better and faster for the consumer but also for McDonalds crew. McDonald's has launched a new campaign where they have chosen to highlight Lovin’ from the slogan "I'm lovin' it".