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The world famous fast food chain store enterprise, McDonald’s, is now facing crucial tests from customers and, strangely but undeniably, from themselves.

In the States, according to the survey, there are more and more people aren’t satisfied with McDonald’s service. The laggard franchisees have made McDonald’s new CEO Cantalupo vow that if they don’t improve the basics; they will lose their shops. The second problem of McDonald’s is the disharmony thinking between the headquarters and the franchisees. Franchisees own 85% of all U.S. McDonald’s, and what they care most is to increase the sales, but headquarters often wants them to add new equipment or programs for future competition. Meanwhile, managerial authorities like to announce promotion for rekindling the sales. Also, for chain stores’ owners, it may hurt the profit. The third difficulty, I think it’s the most serious problem, is its old menu. McDonald’s last big hit was Chicken McNuggets in 1983. As there are more and more new restaurants rising up, claiming for healthier eating concepts, traditional fast food looks like out-of-date and harmful.

McDonald’s now is at a critical juncture. After 47-year prosperous, it faced its first quarterly loss. There are many marketing workers doubting about McDonald’s Taiwan’s new creative menu of rice combos. Most people consider about “brand spirit” and “what the golden arch stands for.” I challenged that strategy, too. (Check the Jan. 2003 ) But today, I start to believe that maybe the executives of McDonald’s Taiwan have thought about the next competition situation, which we cannot forecast! Who knows? (20030223)

(參考新聞：Hamburger’s Hell, <>, Mar.3, 2003 edition)