Burger War! McDonald's Losing its Edge

Apparently the world's largest burger maker, McDonald's,  is facing a crisis with its burger- its just not good enough. Compared to its competitors such as Panera, Smashburger, and other fast casual burger chains, who have been increasing their sales by attracting its customers with their gourmet, made to order burgers, and quick and casual services. McDonald's has only been growing at one to two percent annual rate with its six decades strategy of provided customers with fast and low cost burgers, where unfortunately they had to forfeit their taste. 

Since the 1990s, the company has been cutting corners which has been affecting its quality. From its experimentation with soggy and chewy buns to microwaving its burgers. Its cumulative impact has been very negative and degrading.  

McDonald's is trying to counter its competitors attack by changing its tactics  focusing  on its flavor, using fresh ingredients instead of frozen beef, different cooking techniques and ordering system for customized burgers. The company is trying new things in hopes they would return at the top of their game by providing its customers with the best burger at the speed and value they would expect from McDonald's. 

The topic is related to the class since it is related to product life cycle, which in this case McDonald's is reaching the maturity-declining stage of its life cycle. The company uses the five step scientific approach in order to identify and solve the its problem.

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