McDonalds owners are anticipating the beginning of the end for the franchise.
The fast food giant is reportedly in the throes of a “deep depression” and could be facing its “final days” according to US franchise owners.
A survey carried out by Nomura analyst Mark Kalinowksi found that a series of initiatives aimed at increasing business have bombed.
The All Day Breakfast initiative did not perform as planned.
One franchisee wrote: “We are in the throes of a deep depression, and nothing is changing”.
Another added: “The CEO is sewing the seeds of our demise. The system may be facing its final days.”
One franchisee noted that the recent introduction of the all-day breakfast did not take off as planned.
The franchise has been described as in a “deep depression”.
He wrote: “All-day breakfast is a nonstarter.
“We are trading customers down from regular menu to lower-priced breakfast items. Not generating new traffic.
“Customers are abandoning us in droves because we are either too slow, or subpar quality.”
The survey saw 29 franchisees rate their six-month forecast on a scale of one (bad) to five (excellent).
The average score was 1.69 – the lowest ever in the survey’s 12-year history.
A spokesperson for the chain rubbished the claims.
However, a spokesperson for McDonalds has brushed off the claims, insisting that the introduction of the All Day Breakfast was a success.
He told The Metro: “We’re hearing from customers and the overwhelming majority of our 3,100 franchisees that All Day Breakfast is a hit! In fact, since the launch, McDonald’s has reached its highest brand score in two years according to YouGov BrandIndex.”
We’re going to bulk buy Big Macs anyway… Just in case.
H/T: The Metro
