Not All Innovation Is Created Equal

McDonald's is rolling out table service at locations nationwide.

The same company that built a global business empire by convincing people to exchange quality for speed wants to slow things down in an effort to jump-start sales growth.

Fifty years ago, McDonald's leveraged the growth of suburbs and the automobile to create an iconic brand.

With the Golden Arches adding table service, a quick resurgence is unlikely. In part because quick service and fast casual restaurants are experiencing a major sales slump as consumer habits continue to change and grocery prices remain comparatively low.

According to the Wall Street Journal, working Americans are going out to lunch less to the tune of $3 billion and 400 million fewer visits per year.

As more people eat at their desks and work remotely, perhaps delivery and mobile ordering will be the new drive-thru.

McDelivery and an expanded partnership with UberEats is bringing McDonald's to you.

Charles Ehlers, president of McDonald's Greater Philadelphia Region Owner/Operator Association, said in a statement to the PhillyVoice, "As part of McDonald's ongoing food journey, we are continuing to offer more ways for our customers to enjoy their favorite menu items."

As food consumption habits continue to change, especially during the workday, there are big opportunities for radio.

As the #1 source of entertainment for employed persons in the car and at work, radio provides a great way for restaurants to reach their target customers.

On the product side, McDonald's is investing in its core offerings as well as making it easier for people to access their favorite menu items. One important component of their strategy remains unchanged ... the relentless marketing of their product to generate top-of-mind awareness and drive consumption.

Above all else, McDonald's understands its fundamental value proposition.

According to McDonald's CEO Steve Easterbrook, "Taking your kids to McDonald's should be a fundamentally ... fun experience." He continued, "This is not about being a different McDonald's, this is about being a better McDonald's."

McDonald's has a sense of "restless energy" that is helping to create a new corporate mindset that will help accelerate the development and implementation of future innovation.

Will customers embrace table service? Will delivery be the new drive-thru? The answers won't be known immediately, but the commitment behind these efforts is already gaining traction.

In 2015, the stock was trading at $95 per share. Today's it's trading at $155.