The calculus that McDonalds continues to miss is people have a lot of choices when it comes to fast food. They have a lot of built up brand equity and nostalgia, but they seem pretty dead set on killing that.

I don't eat at McDonalds. My friends don't eat at McDonalds. The McDonalds is so bad where we live kids don't like McDonalds because the food is bad even as far as fast food standards go.