McDonald's has instituted a turnaround plan involving burger customization that may impose up to $125,000 in new investment costs on already struggling franchisees, according to the Wall Street Journal. The $125,000 price tag for McDonald’s burger customization program follows renovations undertaken by about half of McDonald's restaurants in the past decade, which cost participating franchisees upwards of $650,000.
OAK BROOKS, Ill.—With slumping sales and negative press, McDonald's announced a new "turnaround plan" last month to restore growth and excitement to its brand and to unlock financial value. There is another part to its aggressive agenda.
If you have followed the McDonald's debacle for the past year you cannot have missed the fact that the company woke up late to the fact that consumer values had shifted. Away from fat/salty/fast/dollar-menu food to brands that were seen to offer healthier, fresher, natural, more customized food. And consumers were actually willing to pay more for that.