Consumers, Fast Food/Quick Service Restaurants, Retail, Trends

McDonalds seeking its fast-food soul

McDonald’s is having an identity crisis. Its core customers still line up at the drive-through window for cheap, quick cups of coffee and hash browns. But the company is also trying to appeal to more finicky eaters who have moved on to upstart competitors like Smashburger and Chipotle, which market their quality ingredients and food customization. Full story

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