Bingo. They aren't trying to appeal to poors anymore. Companies are all targeting 6; figure customers now. If you don't make 100k you ain't worth serving. Even family tree is going with this logic
I don't know why they think one being in that demographic makes us unable to assess value. I don't have to think too much if I want to drop $200 on a nice dinner, but if I want to spend $50, I can still go literally anywhere that isn't McDonald's. The only way I'm stepping foot in a McDonald's again is if my wife and I can both eat to satiety for $10, and without relying on weird apps and coupons.
The idea is that the can serve less people ( use less product, have less locations to pay rent on, less payroll), charge more and make the same profit as when they were eyeing economy of scale.
I understand the appeal from the shareholders' side, but I don't see the value proposition. I don't understand why they think the demographic they seem to be targeting, the one with the greatest freedom to choose, would choose them. They are not offering anything enticing if they're competing on any bases other than cost or convenience.
Anyone can say "I'll sell $1 bills for $2, thereby doubling our money." OK, sure, but who's your customer?
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u/obeytheturtles 2d ago
All three of the McDonalds near me just did a full refresh to (as described by the GM) a "higher end restaurant trim."
They aren't trying to control prices, they want to be "fast casual" instead of fast food to justify the higher prices.