Huge, Terrible Menus Are Hurting McDonald’s
By Lisa Sellers • September 18, 2014
The days of a restaurant menu that reads more like a chapter book may soon be coming to an end.
As foodie-ism invades American culture, diners are looking for restaurants that excel at one thing instead of offering dozens of mediocre dishes. Fast-casual chains like Chipotle and Shake Shack, which make a small number of items well, are flourishing. Restaurants that have ballooned their menus in recent years, like McDonald’s and Olive Garden, are suffering.