I just can't understand McDonald's long term strategy. I can either go to them or to a locally owned burger place near me, and spend about the same. Waiting times are the same, and every other metric is worse at McDonald's. I went to McDonald's last week because I haven't been there for over a year and well, I won't be going for the next few years again. If they can't compete on price, speed or taste, they only compete on location and/or their current customer base. I just don't see how that is a viable long-term strategy.
McDonald's main value for me is consistency: it might not necessarily taste great, but it tastes roughly the same everywhere. There are better restaurants, but there is a greater probability of finding a McDonald's because it has more locations. McDonald's might not be the best choice, but it's usually a great fallback option if you are unfamiliar with the area.
