American schools mostly serve fast food

"We must and we will win with our food"

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The menu at McDonald's became long and confusing with new products, and the waiting times longer. While competitors such as Five Guys, In-and-Out-Burger and Shake Shack with a few selected menus rose when the country's economy picked up again, the company fell further behind.

The McDonald's brand, one of the American icons, threatens to become the epitome of residue in the new, health-conscious America. For a company like McDonald's, it is hardly possible to reinvent itself, says John Gordon, an industry analyst at the Pacific Management Consulting Group. The advantage of the strong brand becomes a decisive competitive disadvantage. Despite salads and smoothies, McDonald's still mainly stands for burgers, fries and cola, says Sriram Madhusoodanan.

Even now, the company is trying to solve the problem primarily with marketing and market power. The company is lobbying in Washington against stricter laws such as those in San Francisco, where toys are now largely banned in fast food menus, or a ban on advertising in schools. With new sponsorship contracts, the group wants to show its colors more strongly in the communities. Teachers trying to teach their students healthier diets will face billions in advertising campaigns, says Madhusoodanan. His organization therefore started a worldwide network of mothers under the slogan Moms are not loving it create a mood against the children's menus on social networks.

The group wants to change

The growing pressure is also affecting management. Last week, CEO Don Thompson announced that the menus would be made smaller and that the individual branches would be given more room for maneuver. The franchisees in Texas will in future be able to serve different menus than their colleagues in Maine. In addition, customers should have more choices in the composition of their food and the ingredients will be fresher in future. Why, asked McDonald's President Mike Andres in an interview with investors, do you actually need preservatives when the ingredients are consumed on a daily basis anyway. "We have to and we will win with our food," he said.

Critics like Sriram Madhusoodanan from the Corporate Accountability Organization are skeptical. With these steps, the group is primarily operating "health washingMany people believe that the company is simply trying to become a little less McDonald's and a little more Chipotle.