McDonald's to Launch Ron's, an Artisanal Chain of Casual Dining Restaurants in the City

Architect's rendering of Ron's included in proposal to Boise Urban Revitalization Committee.
Architect's rendering of Ron's included in proposal to Boise Urban Revitalization Committee.

Poster child for fast food McDonald's has had a tough time convincing the public that its food is quality. Additionally, in larger cities and especially New York City, the chain is having a hard time establishing a foothold in a low-end market where better culinary options are abundant.

To try and reach a new demographic of people who would otherwise never set foot into a McDonald's, the chain is considering launching a casual diner with artisanal fare aimed towards foodie millennials and other discerning customers.

With Ron’s, McDonald’s seeks to capture upwardly-mobile, health-conscious, childless older Millennials. Executives hope this move will raise the company’s value on Wall Street while seizing upon the opportunities in casual dining. CEO Steve Easterbrook commented in a press conference, “I’m confident this move will increase our over-all value and reassert our presence for consumers who grew up with Happy Meals, yet now seek a more serious feel.”

Maybe it will be quality food… or maybe it's just lipstick on a pig.

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