When did you last eat at a McDonald’s? If I’d asked this question a decade or so ago, I imagine the answer would probably have been ‘more recently than I’d care to admit’. The Golden Arches were the ultimate fast-food guilty pleasure, where, for considerably less than a tenner, the hungry, hungover or intoxicated could gorge on burgers, chips, milkshakes and chicken nuggets – served swiftly and efficiently. It was never designed to be Michelin-star standard, but everyone knew what they were getting with a Maccy D’s: comfort food that hit the spot and did so with unerring, machine-like competence.
Yet now the company seems to be caught in an inexorable decline, as consumers tire of the belly-filling delights.
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