Can McDonald's Restore Faith in its Brand?

McDonald's, facing increasing competition from fast-casual operators and changing consumer preferences, was able to post some positive results in the third quarter of 2014. The chain recently simplified its menu, lowering operating costs and catering to the specialist trend in fast food. Now that the chain has simplified the menu, focusing on the quality and taste of the remaining items is key. In fact, McDonald’s took consumer feedback about its Egg McMuffin and changed the product last year, going back to the original recipe. Although results are positive for now, the chain still has a long road to go to restore faith in the brand in the US, abroad and to simplify operations at the outlet level.