McDonald’s has tried valiantly to change its business around, to keep growth happening and to keep their place at the top of the fast food world, but it’s not happening quite as easily as it might have.  Mickey D’s attempt at all-day breakfasts hasn’t sparked the way it was expected, and while they’re still changing stores and trying new things, it’s not reaching out to the young people like it once did.  Only one in five millennials has eaten a Big Mac.  Not this month, not this year, ever.

Of course, people are still eating at McDonald’s, because it’s incredibly convenient and takes almost no time to pick up hot, relatively fresh food from the drive-through.  That’s the linchpin of McDonald’s business, with 70 percent of the average restaurant’s business going out the window, because the food itself isn’t very good.  It’s satisfying, and it fills a very specific urge, but these days, the kids are more likely to spend their money eating elsewhere at fast-casual restaurants with better ingredients and slightly longer wait times.  Millennials are eating out more often, and eating less McDonald’s than ever.

Now it’s McDonald’s trying to play catch-up from the top.  Fresh meat, better ingredients, more attention paid to sourcing… but still to get food out the door in less than 90 seconds.

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