McDonald's took an unapologetic approach in a Big Mac ad in February, saying the brand's food is "not Greek yogurt" and "will never be kale."
Weeks later, McDonald's changed its stance and started testing a breakfast bowl with kale at Southern California locations. Analysts at Janney Capital markets speculate the dark, leafy green could soon be offered in salads or as sandwich toppings.
McDonald's is also taking extreme measures to compete with "better burger" competitors like Five Guys and Shake Shack. Its "create your taste" test includes customizable toppings like guacamole and grilled onions.
But a few aspects of the new burgers go against McDonald's core business strategy. The test requires customers leave their cars and come inside, despite the fact that 70% of the business is drive-thru.
The burgers also take an average of 7 minutes to make, an eternity in the fast food world.
And at around $10, the burgers are far more expensive than the Dollar Menu customers would prefer.
Premium burgers have already flopped once at McDonald's this year. The brand tested a sirloin burger with peppercorn sauce but took it off the menu after disappointing sales.
McDonald's is also determined to compete with Chick-fil-A. The brand just launched a Buttermilk Crispy Chicken sandwich.
The sandwich, made with all white meat chicken and real buttermilk, is elevated from McDonald's previous offerings like the McChicken.
McDonald's also brought back the premium Chicken Selects, an item that was previously discontinued for being too expensive.
McDonald's is also taking on Starbucks by expanding its McCafe menu and offering lattes and blended coffee drinks.
Workers have complained that the McCafe has slowed down customer service.
McDonald's also created what it called a "Subway crusher" in an internal memo — the McWrap made with chicken and lettuce.
In the past few years, McDonald's has launched menu items to compete with Five Guys, Chick-fil-A, Starbucks, Subway, and many more.
Maybe it's time for McDonald's to go back to basics.
