Read the case and answer the questions.
Which business strategy has McDonald’s been following lately? Is it effective? Why or why not?
Some key points:
Trying to appear as higher quality
Adding more specialty and high-end burgers, but it hasn’t worked all that well
Increasing product development
McCafe – more upscale style restaurants
All-day breakfast
Changing their chicken nugget recipe to make it more pure
Adding apples to their Happy Meals, etc
Adding healthier items doesn’t work all that well. Their current strategies haven’t been all that effective