McDonald's to Franchisees: 'Service Is Broken'

Fast food giant attributes its woes to less-than-cheerful employees

By Kevin Spak,  Newser Staff

Posted Apr 11, 2013 12:59 PM CDT

(Newser) – McDonald's is attributing its recent struggles to the less-than-sunny dispositions of the teenagers taking your order. "Service is broken," declared a slide in a webcast for franchise owners last month. Customer complaints have been rising, executives told the franchisees, with "rude or unprofessional employees" topping the list, the Wall Street Journal reports. About 1 in 5 complaints related to friendliness, while others were about speed of service.

One study last year gave McDonald's one of the worst drive-thru service times in the business, and the second-worst friendliness rating, ahead of only Burger King. "The new leadership has decided to focus on customer satisfaction as a real driver for us," one franchisee said. But it's unclear how much McDonald's can do as a corporation, given that 90% of its US restaurants are owned by individual franchisees. "I think it's an ongoing problem, and it always will be," another franchisee says.

 This May 2, 2012, file photo shows a sign advertising job openings outside a McDonalds restaurant in Chesterland, Ohio.
This May 2, 2012, file photo shows a sign advertising job openings outside a McDonalds restaurant in Chesterland, Ohio.   (AP Photo/Amy Sancetta, File)
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