McDonald's Faces 'Millennial' Challenge (opens in new tab)

This is weird:

Millennials "want to buy into a brand not just from it," said Mr. Easterbrook. He said McDonald's is developing mobile apps that will enable people to access information about the company's social responsibility. "What we've got to do is find interesting and engaging ways to share that information with millennials, not old-fashioned corporate lecturing.

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Right - mobile apps = increased sales for terrible hamburger.

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As a regular Chipotle/Five Guys customer, what attracts me to those places is perceived quality - I believe I am getting a higher quality product. I'm willing to pay for it. In order for McDonald's to compete with that, would they not need to change almost everything about their business?

Is it a question of management not being willing, or not being able?

Free mirror on Yahoo Finance: https://finance.yahoo.com/news/mcdonalds-faces-millennial-ch...