(NaturalNews) McDonald's is trying everything to keep customers flocking through their doors, but the brand, the product and the strategy continue to falter. Many McDonald's franchisees say the brand is suffering from a "deep depression" leading to the "final days" of the once popular business model.
Nomura analyst Mark Kalinowski sent out surveys to 29 McDonald's franchisees in the United States, spanning 226 restaurants in total. Many of the owners' responses clearly show that the McDonald's fast food empire
is entering its final days of dominance.
"We are in the throes of a deep depression, and nothing is changing," said one franchisee. "Probably 30% of operators are insolvent."
Franchisees speak out against McDonald's core problems
Over a dozen franchisees lashed out at corporate management, calling CEO Steve Easterbrook's new marketing initiatives a distraction from the core issues that plague the McDonald's business model. New initiatives, like the all-day breakfast and the placement of new digital ordering kiosks, do not address the real problems at McDonald's.
One franchisee wrote, "The lack of consistent leadership from Oak Brook is frightening, we continue to jump from one failed initiative to another."
The franchisees admit what the core problems are; it's the quality of the food and the customer service. The all-day breakfast plan has only made the menu and kitchen operations more complicated. Initiatives like these don't address the food's lack of quality or the type of ingredients customers are rejecting.
Consumers are growing wary of products like the 19-ingredient French fries
and hamburger meat that likely come from cows raised in confined animal feeding operations (CAFOs)
. Likewise, consumers are increasingly rejecting genetically modified ingredients
and flocking to new business models as a result. After announcing that they will no longer be using genetically modified ingredients, up and coming fast food company Chipotle saw a meteoric rise in revenue, while expanding their business
model in 2015. Chipotle, which has consistently been setting higher standards, has already opened 48 stores this year and plans to introduce at least 190 more, according to CEO Steve Ells.
McDonald's business model dying out