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The New York Times has a long piece about McDonald's identity crisis, which now is being addressed by Steve Easterbrook, the longtime company executive who has spent most of his time in Europe but now serves as the corporation's CEO. Last week, the story says, he was in Las Vegas at a franchisee meeting, outlining a new image for the chain - that if a "destination," a "modern, progressive burger and breakfast restaurant” where “customization and made to order” are essential and where executives “align our food story around the consumer’s definition of quality and value.”

The problem, of course, is that McDonald's is largely seen these days as a fast food restaurant where the food isn't that great and not even that fast.

One analyst tells the Times that Easterbrook seems "clearly wedded to the notion that they need to try new things to restore growth." The question is whether he can forge a new direction for the company while keeping its core identity intact. Or maybe whether he can forge a new identity for the company while keeping its core direction intact.

Or do something else entirely, though something that works.

You can read the entire story here.
KC's View:
For some reason, I can't seem to get RadioShack out of my mind when I read about McDonald's travails - the story of a brand with a long history that could seem to find its way to relevance in the modern world. The circumstances, to be sure, are different, but I think McDonald's has to be careful about following RadioShack down the nine miles of bad road that has doomed that company to virtual obsolescence.

And I still think the best way for McDonald's to change its image and fortunes would be to make a better burger.