The truth is, there is very little McDonald's can do to reshape their image in the short run. They've been racing to the bottom for years now, but their food is

The truth is, there is very little McDonald's can do to reshape their image in the short run. They've been racing to the bottom for years now, but their food is not inexpensive enough to warrant ever going there. It might take a generational shift for people to come back around (or another economic collapse). Competitors are making far better products at a similar but somewhat higher price point. If a competitor's burger is, say, twice or thrice as good as McDonald's food at only 1.3 times the price, consumers' value per dollar increases substantially when buying food at competitors. As the U.S. economy improves and incomes increase, eating at McDonald's is an increasingly inefficient way to increase one's satisfaction.