MCD - Golden Arches or Fool's Gold?
Over the years, I have become disenchanted, both as customer and potential investor.
Ronald McDonald has introduced several new dishes in his kitchen: salads, flavored coffees, wraps. At each step TMF has cheered: is McCafe a threat to SBUX, they are appealing to health conscious people with their salads, they will attract millenials with trendy things like wraps.
I do not pass under the golden arches for flavored coffee or health food or the latest culinary trend. The burgers are not as good as WEN, BKW, or even JACK. I go there for only one reason: speed of service. Each time they introduce yet another new item, it sure seems as if the service slows down. You place your order at the cashier, then step over to the other side of the counter with receipt #, and wait for an expeditor to assemble your order. Over the years, this wait has gotten longer. I do not know if this has to do with a menu with too many items, but it sure seems like it.
In the old days, service was instantaneous. There was a giant heat lamp with only 4 items: burger, cheeseburger, filet o' fish, or big mac. The cashier would simply turn around, grab your choice then fries and drink. Voila.
I am an old fogy and remember those days, and I think that MCD has lost its way and no longer has focus.
No, I am not foolish (small “f”) enough to give it a thumbs down, but neither am I foolish enough to invest in a company whose best days are behind it.