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

McDonald’s reinvents the wheel again, but is this too far?

McDonald’s is facing a global slump in sales, and lately it seems like they’ll try anything to get customers back in-store. The company has released a flamboyant range of new menu items, but it remains to be seen whether these will improve profits in Australia and abroad. With over 36,000 restaurants worldwide, McDonald’s is still the biggest name in fast food. However, the golden arches lost their shine this year, with global profits falling by 15% and share prices plummeting. The company fired its chief executive and instead promoted brand officer Steve Eastbrook, who has brought with him a range of new ideas. Since March, Eastbrook has overseen the rollout of all-day breakfast menus and Maccas home delivery. More

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