Bringing out service staff on to the dining floor does change the atmosphere.
From Steve Easterbrook
The average customer comes into McDonald's three to four times a month, and I'm absolutely convinced that can fit in very comfortably into a balanced diet.
Everyone likes a burger now and then, and that's absolutely fine.
If you don't want fries with your Happy Meal, you can switch it for a fruit bag or a portion of carrot sticks. I think that is the sign of a progressive business.
Customers have access to information that gives them much more control over their lives.
No one likes uncertainty.
The counter is a barrier.
As you get little pockets of success, then suddenly the light bulbs go on in everyone's head, and more leaders get more confident and make more, bigger decisions, and customers respond well, and it becomes a bit of a flywheel.
Whether that's in communications or marketing or strategy, you need people to come in with a fresh perspective.
There's absolutely no doubt consumers have more choice than ever, and the standards of all that provide food have improved over time.
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