McDonald’s is having an identity crisis.
For years, it has lurched from showcasing new items — salads! Egg White Delight McMuffins! sliced apples! — to mining nostalgia for its basic Big Macs and fries. Its core customers still line up at the drive-through window for cheap, quick cups of coffee and hash browns. But the company is also trying to appeal to more finicky eaters who have moved onto upstart competitors like Smashburger and Chipotle, which market their quality ingredients and food customization.