“If you keep on doing what you’ve always done, you’ll keep on getting what you’ve always gotten.” ~~W. L. Bateman ~~
McDonald’s has announced some changes to its menu in response to is slumping sales over the past year. This is something I’ve been watching for quite some time. I’ve written several things over the past year that touched upon McDonald’s key problems. The bottom line is, people are becoming more interested in healthier menu options. McDonald’s doesn’t have enough of such items on their menu. Even the plethora of Dollar Menu items they offer isn’t sufficient enough to keep the company in the black, since most of those items are high in saturated fat and sugar. Yes, McDonald’s is making changes, but they’re so slight, in my opinion, they’ll barely be noticed by the masses.
According to the story, with these changes, “Customers will be able to customize their burger or chicken sandwich with their choice of bun and topping combinations, including bacon clubhouse, pico guacamole, hot jalapeno and deluxe,” McDonald’s spokesperson Lisa McComb said. Having that variety in options is good, but it still misses the point. Salad bowls, grilled vegetable wraps, low-fat/low-sodium soups, and veggie burgers would appeal to a wide array of customers. What about a nice healthy bento box? When I was in high school, I remember Roy Rogers having what they called a Fixins’ Bar, where you could add a variety of toppings to your sandwiches. Besides the basic toppings like lettuce, tomatoes, onions, and pickles, there was horseradish, sauerkraut, and slaw. I haven’t been there in more than a decade, so I don’t know if they still offer that. But I thought it was a grand idea. McDonald’s could offer something like that. They also should offer non-dairy milk, cheese, and ice cream/milkshakes, since many people don’t or can’t consume or digest dairy. Their advertising sucks too. Look at their ads now compared to their ads 10 years ago. Something is definitely missing. McDonald’s doesn’t seem to be thinking creatively at all. I wouldn’t be surprised if their sales look bad again next quarter. McDonald’s corporate office needs to hire someone like me to help get them into gear.
“If you keep on doing what you’ve always done, you’ll keep on getting what you’ve always gotten.”