Steve Easterbrook (Photo : Reuters)
McDonalds' new CEO Steve Easterbrook wants to focus on the quality of food that the fast food king serves. The plan will be to attract core customers who are choosing fast-casual competitors such as Chipotle Mexican Grill.
It plans to serve only chickens that are raised without antibiotics critical to human medicine, within two years. This year McDonalds also will also start exclusively using milk from cows that have not been treated with rbST, an artificial growth hormone.
Due to the immense size of McDonald's, its plans could cause a wave of change. Both suppliers and the industry at large could be encouraged to make genuine changes to their food standards.
Besides that, McDonald's seems to be changing its business strategy. Former CEO Don Thompson wanted to implement "Create Your Taste," which allowed customers to build their own burger, according to Fortune.
Thompson knew that the home of McNuggets and McMuffins had a perception problem. However, he seemed to believe that customers' perceptions were wrong.
So McDonalds produced a YouTube series that featured Grant Imahara, former MythBusters star. The main goal was to determine if McDonald's food was "real."
Easterbrook's approach is different. He seems to believe that McDonald's needs to catch up with the tastes and lifestyles of today's fast food consumers.
The new CEO met with franchises this week in what the company is referring to "Turnaround Summit." Some advice from industry experts to McDonald's includes modernizing the restaurants, improving the ingredients' quality, and revisiting the ordering process, according to Business Insider.
While on Easterbrook's watch, McDonald's will likely continue to focus on changing people's minds by changing the food. Skipping the second part was not very effective.
