This post is part of a feature on companies and products that our bloggers think are in need of a makeover. See all 26.
McDonald's has been hit by one serious critique after another of food safety and nutrition. The company has gone from being a family chain to something only those desperate to save time or money want. There have been half-hearted efforts to modernize, but what McDonald's really needs is a complete menu makeover.
I'm not talking about changing away from hamburgers in all their infinite variety, either. But over the last couple decades the eating public has gotten a lot more picky and worried about getting fat or sick from mad cow disease or some contaminant.
There have been many serious critiques of their impact on worldwide nutrition. Eric Schlosser described in Fast Food Nation how mega-producer McDonald's uses butchering assembly lines. In an era of food safety concern, "a single fast-food hamburger now contains meat from dozens or even hundreds of different cattle." Morgan Spurlock examined in the movie Supersize Me and a related book what happens when an individual -- or a whole country -- eats too much McDonald's.
Of course, McDonald's is facing pressure from the other side, too. We want cheap food. Especially in a recession, people love the dollar menu. But McDonald's has just got to improve the food.
Don't get me wrong. I love the fries and the biscuit breakfast sandwiches. But they're still serving the same basic hamburger they did when I was in grammar school: the most artificial bun you can imagine; a thin gelatinous patty; and tiny squares of pickles and onions on everything. I'm sure it's not the nutritionally most offensive, but that bun just drives me nuts. Are they still working off a stock of buns from the 1950s? Can't we please move to something a little more like real bread?
Those little flecks of onions and pickles are gross. If you like those condiments, they're not enough and they're too bland. If you don't like them, you have to flick out 50 tiny pieces from your meal (which I have been doing for 30-some years).
I'm hoping that we're coming to the end of factory-produced meats. We've had just too many food scares. McDonald's has done some great things; in 1997 they started requiring their meat plants to live up to the humane standards of Temple Grandin. Schlosser says they still have a way to go, especially in improving workers' conditions.
I'm not a vegetarian, but I wouldn't mind seeing McDonald's put a little more effort in their vegetarian hamburgers. I figure if anyone can make a veggie burger taste good, it's McDonald's.
McDonald's got its start producing food of a consistent quality when people were afraid of what they would get if they ate at a strange town's diner. Now people know what they'll get at McDonald's -- but they're afraid of it.
Does McDonald's need a makeover? What would you suggest? Be sure to check out the other makeover posts.



Reader Comments (Page 1 of 12)
10-17-2008 @ 6:06PM
Wanda said...
Agreed with McDonald's story and have a great suggestion for them if they will send me an e-mail with a complete address to respond to them and will send you the same with complete address. Thx
10-17-2008 @ 6:31PM
Kent said...
Valid point; but for shareholders if Mac's profits are up and concept as it is now working, why fix it? If it starts to tinker with its success, it'll make shareholders a little edgy. Wait until the economic melt-down becomes history I would say.
10-18-2008 @ 4:17AM
Gary E. Sattler said...
McDonald's has tried to change some things, but every time they do, the public rebels.
People like the fact that they can buy a Big Mac in Kentucky and it will cost the same and taste the same as the one they bought in Oregon four weeks prior. That has been a big part of the company's foundation.
In truth, it is absolutely amazing to me that McDonald's has remained as consistent with quality as it has.
As far as the bun issue goes, I guess it might go easier on you if you just pretend it's not supposed to be a real bun to begin with.
Great post Carol, thanks!
10-17-2008 @ 9:16PM
Jessy Scholl said...
I agree with the first comment. Why change when things are working for you. If you want, you can go ahead and say no onions with your hamburger or no pickles. If you want a menu change, go to Burger King or elsewhere. McDonalds has one of the best menus around. You have the regular burger with or without cheese, the double cheeseburger, The Quarterpounder with or without cheeze, and the half-pounder otherwise known as the Big Mac. There hamburgers are complemented with chicken, fish, and salad products. The only thing the company doesn't have is onion rings.
10-17-2008 @ 9:31PM
Linda said...
The only thing I get from McDonalds is a sprite. When i go through the Drive-thru
and ask for the drink they ask me if I want a diet coke or they ask me if I want fries.
Maybe I could see fries but diet coke. Not only do they need to get a better menu, they need people who can speak english.
This company has the worst food and service than any place I have ever gone.
10-23-2008 @ 6:17AM
Troy said...
I was a McDonalds Manager for 14 years McDonalds has become so political . a kids chicken nugget meal is like 2400 calories and i see the same kid eating this every day cause parents today dont cook so popeys and McDonalds and KFC is the way to go why cook healthy for your kids when you can spend 30 to 40 dollars a day in a drive thru
10-23-2008 @ 6:18AM
Ginger said...
The service at McDonalds is abyssmal. The last time I went I had to wait in the drive in for seven minutes to get my order. I was the only car in the drive in and my order was a large Diet Coke. When you finally are served, it's by a kid who acts like you are interrupting his or her entire day by trying to purchase food at a restaurant. They can change the menus all day long, but until a customer can get decent service in a reasonable amount of time, nothing will change.
10-23-2008 @ 6:21AM
Roger said...
Carol:
I guess it's ok to critique (whine) about all the things you and your collegues find wrong with products and some of what you say is probably worthwhile. However, is it just me that gets tired of people complaining? There I go, compaing about people that complain. Now it's someone's turn to complain about me compaing about someone complaining.
10-23-2008 @ 6:27AM
tom said...
intresting reading, although as it has already been said McDonalds has turned it's self around already. it wasn't that many years ago that the company made a net loss, (?2003?). Since then there have been heavy efforts to change the image, and it seems although it's been a slight change it has been an effective one as their profits are big thesedays. Every Mc'D's in my area seems to always be teeming with people, and I have to admit that I love the big mac and yes your right the original burger isn't very impressive. However it's so cheap that is sort of mean't to be a appitiser in my view, or a consolation if you can only find a £1 in the bottom of you wallet........Don't do anything to drastic McDonalds! There is clearly no need.
10-23-2008 @ 6:26AM
sunshine said...
The quality of their hamburgers is grosse. Everytime I eat one I get bone fragments. When mcdonalds first came out with there big mac is was awesome but now its made with substandard hamburger. Come mcdonalds, with all the money you make yearly you can at least upgrade your hamburger. Also with so many people watching there weight how about making a big mac junior with 1 meat patty and two buns instead of 3.
10-23-2008 @ 6:28AM
Sandy said...
That's the problem. People wanting to change a good thing. You don't want onions then order your burger without. Alot of kids will eat onions at MacDonalds where they won't eat them anywhere else. Why? because they are diced small. I think sometimes places think they need to change to keep up when all people want is good quality food at a good price and for some of us that means they should stick with the foods they started with. Sometimes when they start messing with the menu they end of hurting themselves.
10-23-2008 @ 10:13AM
debra said...
who is this person deciding that mickey d's should change add something to the menu sure but change what is no way. and to whom it may concern leave the tiny onions alone they are what makes the hamburger . i go there just for that particular one. and fyi they don't put the little pieces of onions on all of their hamburgers only the regular size ones . i agree with jesse scholl if you don't want onions then tell them to leave them out but please leave them to the ones who like them.
10-23-2008 @ 6:35AM
Wil said...
Quit whining. All of your complaints sound very petty to me. McDonalds is the best quality fast-food restaraunt out there, they are not only the cleanest, but also the best tasting and most consistent, and the items on their menu have the best value by far when compared with any other fast food chain.
If you don't like onions, don't order them.
10-23-2008 @ 6:37AM
Teri said...
You can't argue with success. McDonald's is a mainstay in our society....if you want change - go to another fast food business.
10-23-2008 @ 6:42AM
ROBERT said...
Most of us like Mcdonalds the taste etc..it would be much nicer if certain things were made healthier i do not think it would hurt the companies performance rather help it .wether the breads the meats in these times i feel it would not take much to have changes made to the existing menu.even if parts of the menu stay the same there should be choices as to the types of foods being healthier for you rather than not .soo comon mcds you guys should realize how many more people would go and pull in to order a lean burger on whole grain rolls you get the picture .otherwise i believe msdonalds is a good thing could be made a little healthier with not too much problem.thanks
10-23-2008 @ 6:44AM
Laura said...
Hey, I like McDonalds as much as the next guy-it's something from childhood that is still the same. That's the problem. As a nation we face a serious problem with not only safe meat, but abesity in children and adults. Wouldn't it feel better to us and be more responsible of McDonalds if there was truly some healthy items on the menu? It would be McDonalds saying "We care about our customers and so we are adding these healthy items to our menu ". I think that would bring more customers in not drive them away. Hence profits would be up for those people who truly care about the almighty dollar not the health of the nation. Ask yourself,why are poor the poor in our country fat? Because they can only afford the $ menu at McDonalds and it's counterparts when they go out to eat.
10-23-2008 @ 6:45AM
redconvoy said...
Go back to homemade biscuits and salads like I used to do when I was a teen. I was one of the reasons McDonalds an "A" in quality because of it. I enjoyed making them.
10-23-2008 @ 6:49AM
Oz said...
Oh come on! These are some of the worst comments I have heard about a place that serves some of the best tasting food you can find at a fast food joint. I have been eating at Mcdonalds most of my life, and I love it. Im 53, and I dont want them to change a thing. From their buns to their onions, (which I order extra of on my burgers), its all good. If you dont like their food, eat somewhere else. Leave my hamburgers alone. People!
10-23-2008 @ 6:54AM
carolyn said...
Turkey burger on a whole wheat bun or anything on a whole wheat bun. Other than that, I like most of their food.
10-23-2008 @ 7:06AM
fred said...
there hamburgers are just fine