McDonald's Sees Major Improvements in Speed, Taste and Quality

Bloomberg reports that behemoth McDonald’s continues to improve on multiple fronts at a pace worthy of typically much smaller, more nimbler fast-food chains. The franchisor’s corporate test kitchen, headed by chief restaurant officer Jeff Stratton, is helping to chop seconds off food delivery time via new software from when customers order to served. New trays hold 50 percent more heat in its burgers. And the quality of its food is improving by leaps and bounds, according to consumers.

A decade ago it [McDonald’s] was last among the top 10 fast-food chains on the American Customer Satisfaction Index, which tracks preferences among some 80,000 U.S. households. It’s now ranked eighth, ahead of Burger King and Yum! Brands Inc.’s KFC. Still, the world’s largest restaurant company lags behind third-placed Wendy’s, owned by the Wendy’s/Arby’s Group Inc., and Yum’s Taco Bell at No. 7, both of which have improved their lower-priced offerings, said Claes Fornell, who founded the index. “It’s improved more than any other fast-food company we cover,” Fornell said. “McDonald’s primary selling point is convenience, price and consistency, and it’s doing that better now than it has in the past decade.” - Bloomberg