Organizational Communication in the News

Case Studies of Organizations and Organizational Communication in the Media

McDonald’s Seeks Its Fast-Food Soul


Source: New York Times

McDonald’s is having an identity crisis.

For years, it has lurched from showcasing new items — salads! Egg White Delight McMuffins! sliced apples! — to mining nostalgia for its basic Big Macs and fries. Its core customers still line up at the drive-through window for cheap, quick cups of coffee and hash browns. But the company is also trying to appeal to more finicky eaters who have moved onto upstart competitors like Smashburger and Chipotle, which market their quality ingredients and food customization.

Can McDonald’s be both fast and bespoke? Cheap and high-quality?

Story length: 2,379 words

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This entry was posted on March 8, 2015 by in GRADUATE/SENIOR, Identity and tagged , , , , .

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