Why McDonald’s isn’t Shake Shack and probably shouldn’t be

Steven Davidoff Solomon writes for The New York Times, January 6, 2015

McDonald’s simply can’t be Shake Shack, which has no ambitions to expand to 35,000 restaurants. What McDonald’s can be is a big company that adjusts to changing tastes but still serves customers who don’t want to spend a lot. Moving up in price is not going to work for McDonald’s current customer base.