10 things McDonald's must do to get its house in order

USA Today ^ | 12-12-2002 | Bruce Horovitz

[Cagey]

The Golden Arches aren't going away. And poor Ronald McDonald will continue to muster a smile.

McDonald's in Hinsdale, Ill., looks cheery, but the chain has problems.

But with a new CEO on tap, just about everything else at McDonald's (MCD) is on the table. Or, perhaps, soon could be flying off the table.

[dogbyte12]

This article mentions that McDonalds is actually making profits from it's investment in Chipotle Grill. I never knew that McDonalds was an investor, but there really is no secret why it is working.

Chipotle serves amazingly delicious food. I plop down alot more money there than I do at McDonald's, and the kicker is that the food is already pre-cooked.

Instead of crap, you get a burrito the way you like it, the ingredients kept in warming trays. Start with the Cilantro infused rice, choose between black beans or pintos, then 5 choices of meats, 4 choices of excellent salsa, fresh soft sour cream, guacamole. I have tried different variations, and I keep coming back for more.

Mcdonald's on the other hand, is convenient for the drive thru and location. I actually go out of my way 8 miles to get to Chipotle. If Mcdonald's wasn't on my way to/from work, I wouldn't go.

[Captainpaintball]

...the appearance of the food was important. We tried to make what we called "Movie Macs" or burgers that looked as good as the ones on the commercials. Cleanliness was more important too...we usually had a person dedicated to cleaning the "lobby" at all times. We would have contests to see who could sweep, mop, clean all tables, and empty the trashcans the fastest...

Sadly, I can guarantee you that those days are gone forever.

[Chemnitz]

The White Castle fans prove that one cannot dispute matters of taste.

I do not like the high salt content in McDonald's. In fact, there is nothing at McDonald's I like.

[My Favorite Headache]

Mr Hickok...your kids are dorks and Applebes sucks ass.>>>>

So many hilarious comments on this thread. This is one of the top 5.

[Erasmus]

Burger Chef had a "Chain Drive" grill. We'd throw a burger on a chain driven gizmo and that would take it through an oven where it would come out on the other side ready to be put on a bun and slopped with ketchup, mustard and that god awful pickle. Magic!

Clarke's Law, man.

"Any sufficiently advanced technology is indistinguishable from magic."

[Erasmus]

Seating areas are a mess, not only at busy times, and the staff discipline is almost non-existant. Real basic stuff that crushes a business when ignored.

In very many locations, the demographics of the customers--and the available workforce--have changed for the worse.

[My Favorite Headache]

Speaking of amazing fries...whatever happened to that mall joint Boardwalk Fries? That place ruled!

[Erasmus]

I would like to see beer served at McDonalds. Not just watered down Bud either, but good, strong beer on draft.

Germany 'n Austria.

[StockAyatollah]

McD's used to be cheap. It was crap but it was cheap crap so no one complained. Now it is expensive crap. For the same price or just a couple bucks more you can get food from a real restaurant. My family only goes to McDonald's when the kids are extra-special-good. For some reason my 4 and 6 year olds like it.

The advice on this thread is priceless. If only McDonald's would listen to it they might stage a come back. Instead they'll probably listen to some MBA who will tell them they need to serve Tofu Shakes.

[Erasmus]

Having experienced remorse for his political misbehavior, Mr. McDonald fell into depression. He became a homeless person and was found one winter morning, frozen, on a park bench:

[jwh_Denver]

*"The name of the game is new products,"

Yep, got to get them folks at Dow Chemical off their butts and come up with something new.

[My Favorite Headache]

I agree. This thread has sooooooooo many great ideas. Hell..it makes you want to start a burger chain!

[Dianna]

This article mentions that McDonalds is actually making profits from it's investment in Chipotle Grill. I never knew that McDonalds was an investor, but there really is no secret why it is working.

My husband and I were drooling over this place when it was shown on Food Network (Unwrapped, I think). I grew up in Ca. and haven't had a GOOD burrito in years. Hoping they make it out here to Kentucky quick!

[Hawkeye's Girl]

Unfortunately, society and the economy of today is such that if the manager gets on $6 an hour Johnny for talking to his coworkers too much, $6 an hour Johnny can tell the manager to pound sand, walk 100 feet to the next fast food joint, and get hired like that.

Not only that, but since Johnny's manager only makes $9 an hour, odds are he doesn't know how to train or manage employees other than by constantly yelling at them, which is going to make Johnny's decision all that much easier.

You have to spend money to make money. If McDonald's would up the pay of both the employees and management, they'd be able to attract some higher quality people and possibly give their current employees some role models.

[Kevin Curry]

McDonald's is in a race to the bottom with Burger King and Wendy's. They used to have the best fries around, and still do just because the others are worse.

Have you ever had Belgian fries (pomme frites)? They are great. There are friteries on every corner in Belgium selling them. I'm told their secret (if you can call it that) is that they cook the fries twice. This gives them a pleasant extra crunch on the outside.

Then there are British fish and chips (fries). The chips are typically soggy and often doused liberally with malt vinegar to give them a tangy taste. They are okay in their own way.

There are many different ways to fry a fry. I wish American fast food outlets were more creative.

[Porterville]

More guns less butter

[hunter112]

If McDonald's would up the pay of both the employees and management, they'd be able to attract some higher quality people and possibly give their current employees some role models.

I agree, but its going to take massive change in their image. Right now, there is more stuff on the "value" menu than on the regular one. They're in a death spiral, lower and lower revenues, more and more loss leaders, and the quality of personnel has been suffering from this corkscrew to oblivion. All of the good fast food places cited on this thread have one thing in common: You're going to pay a full price for a good burger, but you'll get what you pay for. How McD's can change their image from "yuk" to "yum" remains to be seen, but the person who can figure it out will be the Lee Iaccoca of the hamburger business.

By the way, from the frequent mentions, I'm sincerely jealous of the CA Freepers who have access to those delicious-sounding In and Out burgers! I guess its the way the universe tries to make it right for your having to put up with Grayout Davis.

[MistrX]

and jeff

[SoCal Pubbie]

"If you're speaking of In N Out Burger, they are only in CA, as far as I know."

In-N-Out has stores in California, Nevada, and Arizona.

[Billy_bob_bob]

I'd keep the regular hamburger and cheeseburger on the menu, otherwise I pretty much agree with everything you said. McDonald's has a real big problem on their hands, and they need to do some serious housecleaning to fix things up. Like you said, keep it to burgers, fries, sodas and milkshakes. Period. Screw all this extra crud they sell.

What do you think about their whole "morning menu" deal? Keep it? Toss it? Strip it down to the bare minimum? I'm inclined to say "chuck it" and keep it to burgers only. IMHO the beginning of the end for McDonald's was when they started opening at 6am to serve "breakfast". They shouldn't open until 10:30 am, and then keep it burgers and fries and sodas and shakes.