Brace yourselves! A new survey show McDonald’s franchisees are losing hope in one of America’s most recognized brands, forecasting a “deep depression” and the impending “final days.”
Mark Kalinowski, a restaurant industry analyst who conducted the survey, interviewed 29 U.S. franchisees covering about 226 restaurants. The company has more than 14,000 restaurants in the country.
“We are in the throes of a deep depression, and nothing is changing,” one franchisee wrote in response to the survey, according to Business Insider. “Probably 30% of operators are insolvent.”
Another wrote, “The CEO is sowing the seeds of our demise. We are a quick-serve fast-food restaurant, not a fast casual like Five Guys or Chipotle. The system may be facing its final days.”
Yeah, it must be hard to compete with Chipotle. Since 2006, Chipotle’s stock has risen from $42 to over $650 and is still considered to be a long-term investment opportunity.
As for McDonald’s, the company’s golden days seem to be coming to an end, the franchisees say.
The company’s CEO has tried adding several new initiatives as a turnaround plan, but all has failed so far. Even all-day breakfast has been a bust, according to the franchisees.
Several franchisees complain about all-day breakfast , saying it has complicated kitchen operations.
“The system is very lost at the moment,” one franchisee wrote. “Our menu boards are still bloated, and we are still trying to be too many things to too many people. …Things are broken from the franchisee perspective.”
So – what do you think? Are these the final days?