I think there are sea changes going on in food comparable to those that have shaken up the music industry. Pointing to Chipotle and Five Guys barely scratches

I think there are sea changes going on in food comparable to those that have shaken up the music industry. Pointing to Chipotle and Five Guys barely scratches the surface. Look at rapidly declining sales of Budweiser and Coca-Cola products - there's something bigger happening. There's probably a book to be written on the topic, but I think social media - Yelp, Instagram, Pinterest - are changing eating by giving good restaurants and food/beverage producers powerful word of mouth marketing. At least in the Detroit area, there's been a blossoming of really good restaurants (ranging from reasonably priced pubs to fine dining). When I go out to eat, even in an unfashionable suburb, I expect I can find a place with good craft beers and decent menu options with ingredients that would have been rare a decade ago. More to the point with McDonald's, I suspect that it's harder and harder for them to buy mindshare in a world with all of these channels. They can't saturate Facebook/IG/Twitter like they saturated the TV and radio airwaves. It's harder and harder to prop up a mass-produced, mediocre product with a multi-billion dollar marketing budget.