McDonald’s CEO Steve Easterbrook is speaking out about the fast food conglomerate’s diminishing sales, promising to turn around the business in the coming years.
Easterbrook released a video on Monday, which didn’t have the effect he would’ve liked because the stock has since dipped down.
He made no secret of their “poor” performance and described their wish to become a “modern, progressive burger company.”
CNN Money reports they’re facing tough competition from emerging burger chains like Shake Shack and Smashburger, as well as competition in the breakfast arena from Taco Bell.
Not only will they change the food quality, the international operations structure will change as well. Easterbrook also wants to increase franchise sales.
“It is customers that decide if we succeed. The message is clear. We are not on our game," he said.
ABC News outlined some changes customers will actually see are new menu items like a artisan" grilled chicken sandwich, a delivery service in New York City and new customization options like TasteCrafted and Create Your Taste.