McDonald’s Corp.’s U.S. franchisees are losing faith that a turnaround will happen. In a study of 29 operators, who own a total of 208 restaurants, the outlook average is the lowest it has
been in over 11 years. Some operators are confused by all the campaigns. Says one owner, “Create Your Taste, TasteCrafted, all Day Breakfast, etc. etc. We are going in so many directions at the
same time. I guess that’s what a progressive brand does?”
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