© Heather Felson/FLICKR
Embattled fast food giant McDonald's is making headlines yet again. The company has just launched its much advertised all-day breakfast program, but as that campaign rolls out, franchise owners are voicing their concerns over what may be the company's dying days.
As we covered at
Anti-Media in June, the McDonald's franchise has been shrinking for the first time in the company's over 40 year history:
"McDonald's
announced in April that it would be closing 700 'underperforming' locations, but because of the company's sheer size — it has 14,300 locations in the United States alone — this was not necessarily a reduction in the size of the company, especially because it continues to open locations around the world. It still has
more than double the locations of Burger King, its closest competitor."
However, for the franchisees, the picture looks much worse than simply 700 stores closing down.
"We are in the throes of a deep depression, and nothing is changing," a franchise owner wrote
in response to a financial survey by
Nomura Group. "
Probably 30% of operators are insolvent." One owner went as far as to speculate that McDonald's is literally "facing its final days."
Franchisees have also been complaining about the erratic nature of McDonald's corporate decision-making process. As
Business Insider reports, "The lack of consistent leadership from Oak Brook is frightening, we continue to jump from one failed initiative to another." They are likely referring to the company's
many marketing schemes that have been implemented recently to slow the bleeding of younger customers as they choose healthier, more local options
en masse. As Anti-Media also
reported in June,
"Though the chain has dominated the fast food market for decades, recent competition and health consciousness has challenged the popularity of its product. The growth of chains like Chipotle, which recently
stopped using genetically modified ingredients, has reportedly diverted customers away from McDonald's. Additionally, the company is
losing a share of its young patrons while the rise of boutique burger chains such as Five Guys has put a dent in profits.
[...] The increased closures denote a growing shift in dietary preferences among Americans. This is consistent with
recent moves by fast food chains to remove toxic chemicals from their ingredients, as well as with the exponential
growth of organic, healthy alternatives."
Im seeing a trend now with these so called "Big Chains and Big Box stores" You know ......the one on every corner?? They are like giant monsters that have to eat so much a day to live..........not so unlike the big dinosaurs who couldnt eat enough to support their mass once the environment changed (asteroid or not)..........when this happens and you dont evolve...........you go extinct. The main stretch of road in my town is LITTERED with these blights...........McDonalds...Wendys......Chic-fillet....Arbys....Taco Bell......Pizza Hut..........Hardees.......KFC.......Applebees.......ect ect ect...........all within 2 square miles...Add to that........Wal-mart......Home Depot......Lowes.......Firestone......Goodyear......and the 10 or so convenience stores....its one big corporate cluster fuck.....traffic and all !!!!!!! My once quaint Rural town from the air looks like its got a big cancerous corporate tumor.........