What Consumers Want From McDonald's

By VANESSA PAGE Updated December 02, 2022 Reviewed by THOMAS J. CATALANO

Once a pioneer in the fast-food industry, McDonald's Corp. (MCD) is widely considered to be too comfortable with its success. As a result, the company appears to be losing touch with customers and franchise owners, even internationally. In the second quarter of 2015, McDonald's saw its sales and earnings per share (EPS) fall. [1] CEO Steve Easterbrook, who was appointed in 2015, turned the stock price around considerably but has yet to bring innovation to the stalling fast-food giant, leading to deficiencies in operations that are frequently noted by consumers and franchise owners as areas that need improvement.