Fallen Arches: Can McDonald’s get its mojo back?

Fortune

Perhaps no episode captures what’s ailing the world’s largest restaurant company better than the Mighty Wings Debacle of 2013. In September of last year, McDonald’s launched an ambitious program to sell deep-fried chicken wings across its 14,000 U.S. locations. The wings were a staple in Hong Kong, where the crisp cayenne-and-chili-pepper coating was developed. And a similar version tickled palates in Atlanta during testing. One blogger wrote: “Holy crap, those are really freakin’ good.” The wings were giant (“bone in,” as the jargon went) and meaty. And by the end of the heavily advertised eight-week promotion, McDonald’s was left with 10 million pounds of unsold chicken, a whopping 20% of its inventory. The Mighty Wings didn’t flap.

At corporate headquarters in Oak Brook, Ill., executives began pointing fingers. Some blamed the coating, which was too spicy for broad American tastes, they said. Some blamed the price, at a hefty $1…

View original post 3,830 more words

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s