McDonald’s Scrambles to Adapt to New Consumer Tastes, Business and Industry Trends Analysis

For years, McDonald’s Corporation has been one of the world’s largest fast food chains by sales volume and revenue.  As of early 2016, McDonald’s had more than 36,000 restaurants in over 100 countries and was serving approximately 68 million customers per day.  Consumer tastes are changing, especially among younger demographic groups which are trending toward healthier or fresher foods.  McDonald’s has made efforts to add healthier items to its menus (such as salads, apple slices and oatmeal) and has had success with its gourmet coffee items. The firm has a new CEO, former chief brand officer Steve Easterbrook, who has…

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