McDonald's Needs To Make A Bold Move Now - Rothbort

By Covestor

mcdonalds

The Wall Street Journal recently looked at how fast-food companies are revamping their menus in an attempt to attract new customers and boost sales.

For example, McDonald’s ( MCD) is offering healthier menu items such as oatmeal, smoothies, salads and vegetables. However, the company has had a difficult time driving sales for these new offerings so far, according to the article.

Scott Rothbort, the founder of LakeView Asset Management who manages the Restaurant and Food Chain portfolio on the Covestor platform, offered his thoughts on McDonald’s recent moves:

“They’ve gone about as far as they can with their menu,” says Scott Rothbort, who holds McDonald’s shares as president of LakeView Asset Management and portfolio manager at Covestor. He says McDonald’s needs a bold move, like opening McCaf coffee shops inside gas stations or developing a higher-end burger or ethnic chain under a different brand name.

Read the full story at WSJ.com.

Photo Credit: _skynet
Scott Rothbort

Scott Rothbort

LakeView Asset Management is a registered investment adviser based in Millburn, New Jersey. We offer equity, fixed income and proprietary

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