The US is the largest and most important market for McDonald's. And the Golden Arches are ingrained in the American palate and psyche.
But can nostalgia save the company as Americans increasingly choose healthier, more tailored fast food? Do Americans even want healthier choices from McDonald's?
"No way," says Jacques Quincy, who grew up eating McDonald's every Friday and Saturday to give his mother a break from cooking when they were kids.
"I get the two McChickens, I get a large apple pie, a large French fries, a shake, a giant shake, and then after that I might get two, three cookies, depending on how I feel."
McDonald's would probably feel good about Mr Quincy's choices. The company has been steering customers towards chicken offerings amid a rise in beef prices.
Mr Quincy spoke to the BBC while walking past a McDonald's and a Chipotle, where sales were up 10% in the first quarter of this year. Full story...
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But can nostalgia save the company as Americans increasingly choose healthier, more tailored fast food? Do Americans even want healthier choices from McDonald's?
"No way," says Jacques Quincy, who grew up eating McDonald's every Friday and Saturday to give his mother a break from cooking when they were kids.
"I get the two McChickens, I get a large apple pie, a large French fries, a shake, a giant shake, and then after that I might get two, three cookies, depending on how I feel."
McDonald's would probably feel good about Mr Quincy's choices. The company has been steering customers towards chicken offerings amid a rise in beef prices.
Mr Quincy spoke to the BBC while walking past a McDonald's and a Chipotle, where sales were up 10% in the first quarter of this year. Full story...
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- McDonald's sales slump over food quality fears...
- 9 ways that processed foods are slowly killing people...
- McDonald's to its own employees: Avoid burgers and fries - it's risky for your health...
- The Myth of Choice: How junk-food marketers target our kids...
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