McDonald's struggles are known to the consuming public, as its sales falls downhill last year within the United States and in Asia recently for the last three decades due to food safety scares.
McDonald's Chief Executive Officer Don Thompson will be retiring and leave his post and shall be replaced by Steve Easterbrook, the food chain's Senior Vice President and Chief Brand Officer on March 1, according to The Motley Fool.
Incoming CEO Easterbrook will have to deal with the company's total brand confusion that is happening recently. According to Jeff Sonnenfeld, a Yale Management Professor, the quality of their food and the confusion in pricing are the main points that is needed to focus on.
"The quality of the food, the price confusion-are they going to be the place where you go for value meals or dollar meals or are they trying to upgrade it?" explained Sonnenfeld.
McDonald's share went up three percent in premarket trading on Thursday.
Sonnenfield disclosed that choosing Easterbrook is a good move for the food chain giant as he was able to turn around the food chain's European establishments and reshaped its brand image in the Unite Kingdom. Easterbrook has proven to be an implementer and a good leader with good ideas and a man who can make a difference, CNBC reported.
Easterbrook joined the company in 1993 in his homeland in Britain and became the president of McDonald's in Europe and worked his best to elevate its marketing and its advance menu revolution.