Fast Food/Quick Service Restaurants, Trends

What could McDonald’s do to fix its business?

FILE - In this Feb. 14, 2013 file photo, a McDonald's breakfast is arranged for an illustration  at a McDonald's restaurant in New York.  After decades of complaints from customers that breakfast wasn't available past 10:30 a.m., McDonald's is testing an all-day breakfast menu in San Diego. If successful, it's just one way the company could boost customer traffic. (AP Photo/Mark Lennihan)  Mark LennihanWhen it comes to McDonald’s, everyone seems to have an opinion about what the company needs to do differently. After turning in another quarter of sliding sales and profit, McDonald’s CEO Steve Easterbrook said the chain will unveil initial details May 4 on a plan to turn around its fortunes. While some say McDonald’s needs to change more quickly, others say it has strayed too far and needs to get back to focusing on what it does best – affordable burgers and fries. “Nobody is going to argue that McDonald’s fries are bad,” said Laura Ries, president of marketing firm Ries & Ries in Atlanta. More

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