McDonald's Operators have expressed concerns about being beat by thirteen competitors
in the latest Market Force survey.
I say - don't worry about it. It's due to attributes that McDonald's USA can't/won't change.
* McDonald's is the biggest in the industry, and the loudest. Being omnipresent turns
* McDonald's is the oldest. All but the most senior Americans have never known a life
without McDonald's. Many of the U.S. competitors are relativity new on the scene.
They're more interesting and customers haven't been hearing about them all of their lives.
* Reduced local store marketing means less warm feelings about the local McDonald's.
Firing Ronald McDonald didn't help.
* More stores per Operator. Twenty years ago there was a good chance a U.S. consumer
knew or knew something about their local McDonald's franchise owner. This helped to mellow out many people's opinion about such a big company. If an Operator has
30 stores they are not going to know very many of their customers. McDonald's is just a huge corporate entity.
And, as someone has already pointed out, when Americans vote with their dollars, McDonald's blows these other burger competitors into the weeds.
America's Favorite Quick-Service Restaurants Revealed in Latest Market Force Study
QSR Mag covers Market Force survey more extensively