Mickey D’s Failing?

Failing Ain’t Funny!
[courtesy Google Images]

Fiscal Times

“As sales continue to fall, McDonald’s is desperately trying to reinvent itself, and its latest efforts seem to be aimed at a slightly classier crowd.

“New England-area McDonald’s are going to start selling lobster rolls again after a 10-year hiatus, according to a report on Fox CT. No word yet on whether the old name McLobster will be revived.

“The new lobster roll is reportedly made from 100 percent North Atlantic lobster, and includes mayonnaise, a bed of lettuce, and a small, toasted roll.   The meal has 290 calories and sells for $7.99.”

Hey, girls—how’d you like to go out with me for a romantic lobster dinner?  I’ll take you to McDonald’s.  They’re catering to a classier crowd.  I hear they’ll soon have strolling minstrels, violin players and candles on the tables to add ambiance.  We’ll go in your car.

In fact, what I see is an almost comical attempt reverse McDonald’s decline. It’ll take more than lobsters to save “Micky D’s”.  Without a radical restructuring, McDonald’s may be heading for oblivion.

Hard to believe, too.  I clearly remember when McDonald’s first started selling 19-cent hamburgers back in the 1950s.  I remember knowing people who made fortunes by investing in McDonald restaurants.  And now, they’re going broke.  It doesn’t seem possible.

It also doesn’t seem possible that McDonald’s can reinvent itself by selling “McLobster” sandwiches that were tried and then abandoned over ten years ago.  If the McLobster didn’t really work ten years ago, what makes anyone think it will work today?

I’m only guessing–and I have no evidence to support my guess–but if I had to guess, I’d guess that McDonald’s probably began to slide about 10 years ago when it started advertising as “Mickey D’s” in a express attempt to attract more Blacks to their restaurants.

It’s politically incorrect to say so, but you can bet that insofar as “Mickey D’s” succeeded in attracting more Blacks, they also succeeded in alienating more Whites.

If the “Mickey D’s” sales campaign alienated enough Whites, I’ll bet that goes a long ways towards explaining McDonald’s current economic slump.