CNN Money had this article: "McDonald's CEO promises better food"
In reading the article, it seems McDonald's CEO thinks their problem is that they're not competitive in the upper-end products, and adding more fancy items will save them. Does anybody else think that's right?
I for one think he's off his nut, and hasn't eaten at McDonalds lately. Their problem is at the foundation: the quality of their ingredients isn't very good on their base-level burgers and chicken. If you go to McDonalds and spend a couple bucks, you will get food that has an off texture, is greasy, and has a bitter flavor. Compare that to everybody else's food at that price and nobody else makes you question your choices quite like McDonalds.
McD's has worked so hard to become efficient and cheap that they've lost sight of quality at their basic level. Try a basic hamburger without toppings and it's like eating greasy cardboard. I may loathe Burger King these days for their cost-cutting, but at least their meat isn't this horrible. The chicken nuggets and cheaper chicken offerings are a similar problem, tough and off-tasting, focusing heavily on breading and sauces to cover up the actual food flavor.
But that's just my opinion, what do you think?