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USA Today reports this morning on the steps that Boston Market – owned by McDonald’s – is taking to re-energize its business:

  • Testing home delivery, which could be available from as many as two-thirds of the company’s stores within the next 18 months.

  • Opening full service delis inside supermarkets.

  • Trying out locations inside McDonald’s units.

  • And testing “so many new dinner items that the menu could eventually look more like Applebee's than Boston Market.”

While new management installed by McDonald’s is being aggressive, analysts note that it won’t an easy turnaround – the company is seen by many as cold, sterile and unappealing. More than 200 locations have been closed over the past couple of years.
KC's View:
We would be a classic case of a consumer who, having been to a Boston Market exactly once, would be hard-pressed to ever go back. The food was mediocre, the service awful, and ambience non-existent.

We wish McDonald’s would put its muscle behind Chipotle, which strikes us as a concept with a lot higher upside.