You could almost feel sorry for McDonald’s. That’s an odd sentiment when you consider that the company’s revenues in 2014 were $27.4 billion and its stock price makes it worth something like $92 billion. It’s among the world’s most valuable brands and has three times the United States market share of Subway, its nearest competitor.
Enviable. Yet for years its new products, business ventures, even social media attempts have gone wrong: It sold a 90 percent share in Chipotle,now one of its strongest competitors; it introduced products like chicken wings, which went nowhere; it created a Twitter hashtag, #McDStories, that turned into a bashing event. And it has spectacularly failed to attract or even hold on to millennial customers, who’ve fled in droves.