Seeking Alpha

The restaurant sector will watch closely what new McDonald's (MCD) U.S. president Jeff Stratton...

The restaurant sector will watch closely what new McDonald's (MCD) U.S. president Jeff Stratton has in mind when he takes over his new position next week. One intriguing industry take on the chain's future: "Something is going to have to happen - either changes to the marketing management, to the current agency roster or investing in their stores or all of it. The status quo is not going to work."
Comments (4)
  • Richard Adams
    , contributor
    Comments (156) | Send Message
     
    McDonald's USA is up against some tough numbers from last winter and there's little Jeff Stratton can do about it. We won't know if his leadership is making a difference until the summer of 2013.
    26 Nov 2012, 09:34 AM Reply Like
  • Bartbart
    , contributor
    Comments (2) | Send Message
     
    The dour economy worldwide is the impetus for declining numbers. Marketing alterations or in-store investment will not overcome customers with very tight budgets who then drive less, or lose their job and their car. How does Mr. Stratton undo those stark realities? McD's Meals on Wheels? Personal finance restrictions among their target market is the problem

     

    .
    26 Nov 2012, 11:01 AM Reply Like
  • ordonezo
    , contributor
    Comments (108) | Send Message
     
    They need to innovate, add something new to the menu and come up with new promotions and ideas. I have a small position in MCD and I always buy my junk food there but as of late I've been ordering BK fish sandwiches via home delivery. Very convenient and I know a lot of people who like this new option and the ones that haven't tried it like the idea. My point is that same store sales need to improve and they need to come with a strategy to accomplish it.

     

    Having BK and WEN emulate what MCD does, I don't see why MCD couldn't emulate BK and start home deliveries as a pilot program in some cities to see if it works. It has worked well for BK and they're expanding this program to other big cities.
    26 Nov 2012, 11:46 AM Reply Like
  • Stocknut2
    , contributor
    Comments (58) | Send Message
     
    As I've always said, all you have to do is pass by a McDonald's and
    then pass by a BK and Wendy's and you'll see why MCD is still number one. There is always a bump in the road, even for the best of them and this is just a temporary bump for this great fast food restaurant. I'm adding at every dip. Good luck to all.
    26 Nov 2012, 02:50 PM Reply Like
DJIA (DIA) S&P 500 (SPY)
ETF Tools
Find the right ETFs for your portfolio:
Seeking Alpha's new ETF Hub
ETF Investment Guide:
Table of Contents | One Page Summary
Read about different ETF Asset Classes:
ETF Selector

Next headline on your portfolio:

|