McDonald's greatest worry is that they don't relate to Generation X and Millennials.
Where is Gen X and Millenials going?
Chipotle (click here)
Why?
Because the food is more wholesome and they don't use mistreated animals in their food preparation.
These generations don't speak about themselves in the same way other generations speak. They see their lives as service to improve the world, including the idea 'No Child Without Food In Their Bellies.' The world has changed and they are going forward WITHOUT those that can't get their minds around it.
The future in the USA does not at all reflect the past.
