ROMEOVILLE, Illinois: McDonald’s is hoping to make a difference in its future seven seconds at a time.
The company that helped define fast food is making supersized efforts to reverse its fading popularity and catch up to a landscape that has evolved around it. That includes expanding delivery, digital ordering kiosks in restaurants, and rolling out an app that saves precious seconds.
Much of the work is on display in an unmarked warehouse near the company’s headquarters in suburban Chicago, where a blowup of a mobile phone screen shows the app launching nationally later this year. McDonald’s estimates it would take 10 seconds for a customer to tell an employee their order number from the app, down from the 17-second average of ordering at the drive-thru, a difference that could help ease pileups. Elsewhere at the Innovation Center, the digital ordering kiosk shows how customers can skip lines at the register.
“Five, 10 years ago, we were the dominant player in convenience, as convenience was defined in those days,” CEO Steve Easterbrook said last month. “But convenience continually gets redefined, and we haven’t modernized.”
The push come as McDonald’s Corp.’s stock has hit all-time highs as investors cheer a turnaround plan that has included slashed costs and expansion overseas. Yet the asterisk on the headlines is the chain’s declining stature in its flagship US market, where it is fighting intensifying competition, fickle tastes and a persistent junk food image.
In an increasingly crowded field of places to eat, the number of McDonald’s locations in the US is set to shrink for the third year in a row. At established locations, the frequency of customer visits has declined for four straight years — even after the launch of a popular “All-Day Breakfast” menu.
The chain that popularized innovations like drive-thrus in the 1970s acknowledges it has been slow to adapt, and is scrambling to better fit into American lifestyles.
RUNNING TO KEEP UP
Lots of once-dominant restaurant chains are feeling the pressure of people having more eating options.
An estimated 613,000 places were selling either food or drink in the US last year, up 17 percent from a decade earlier, according to government figures. Supermarkets and convenience stores are offering more prepared foods, and meal-kit delivery companies have been expanding.
“Better burger” places like Shake Shack and Habit Burger Grill don’t come close to McDonald’s roughly 14,000 US locations, but they’re growing. And even if Starbucks and Dunkin Donuts don’t serve burgers and fries, they are among those promoting food more aggressively.
“They’re still taking customers from the same market pool,” said Nick Karavites, a McDonald’s franchisee with 22 locations in the Chicago area and chairman of a regional leadership committee.
Richard Adams, a former McDonald’s franchisee who is now a consultant to those businesses, has questioned whether the chain can return to the height of its popularity in such a fragmented marketplace. He also noted that many of the new offerings the company is pursuing, such as delivery, are already available at other places.
“They’re following the marketplace,” he said.
Still, McDonald’s needs to make changes to keep customer visits from falling further.
“TURNING A VERY LARGE SHIP“
One main focus is the drive-thru, where McDonald’s gets roughly 70 percent of its business.
Customers who place orders on the mobile app, for instance, could also pull into a designated parking spot where an employee would bring out their order. That would theoretically ease backups at the drive-thru, which in turn might prevent potential customers from driving past without stopping during peak hours.
Then there’s the partnership with UberEats to offer delivery. McDonald’s gives an undisclosed percentage of the sale to UberEats, in addition to a fee of about $5 that customers pay. So a risk is that delivery could draw from in-store sales, eating into profitability.
So far, however, McDonald’s says delivery is bringing in new business during slower times at the roughly 3,500 locations where it has rolled out since the start of the year.
Either way, such changes aren’t likely to transform operations overnight, since most of McDonald’s customers might prefer to order the way they always have.
“That’s like turning a very large ship,” said Karavites, noting the range of company efforts intended to build sales over time. At his remodeled restaurant in Chicago where delivery was recently launched, he said sales are already climbing.
To bring more people in over the short-term, the company is promoting $1 sodas and $2 McCafe drinks. Glass cases displaying baked goods are also popping up in stores. And at about 700 locations, the company is testing “dessert stations” behind the counter where employees can make sundaes topped with cake or brownie chunks.
Those stations could eventually handle an expanded menu of sweets.
JUNK FOOD IMAGE
At the same time, McDonald’s is still trying to shake its image for serving junk food, especially since its appeal to families with children has long helped keep it ahead of rivals like Burger King and Wendy’s.
It’s made changes to its Happy Meal, and made a high-profile pledge to offer healthier options. It plans to start using fresh beef instead of frozen patties in Quarter Pounders. But as other chains emphasizing quality or health keep emerging, it may get harder for McDonald’s to hold onto families or change perceptions.
“The ingredients aren’t fresh or clean,” Mary Beth Holland, who works in sales in the Chicago area, said about McDonald’s.
Larry Light, a former chief marketing officer at McDonald’s, says the company strayed in recent years by chasing customers who may have been going to places like Chipotle, but that it is refocusing on burgers and fries. He thinks that will help get people visiting more often.
“You cannot build an enduring, profitable business on a shrinking customer base,” Light said.
And Bernstein analyst Sara Senatore cited the changes the company is pursuing in raising her rating on McDonald’s to “buy” in April.
“I wouldn’t underestimate the power of scale,” Senatore said.
McDonald’s super-sized order: Get people visiting more
McDonald’s super-sized order: Get people visiting more
Where We Are Going Today: ‘Watch How’ cafe in Riyadh
RIYADH: If you’re tired of overpriced cafes in Riyadh that look good but disappoint your taste buds, Watch How is a refreshing change.
This spot blends simplicity, quality and affordability — all wrapped in a calm, earthy atmosphere that feels like a slow morning in Europe.
We started with their classic croissant for SR12 ($3.20) which was flaky on the outside, soft and buttery inside, with that perfect golden crispness.
Their cinnamon social for SR16 ($4.27) was warm, slightly gooey, and topped with just the right amount of icing — not overly sweet, just balanced.
The baked potato and cheese had a comforting, homemade vibe with creamy filling and a golden crust.
The ribbon cheesecake stood out with its rich cream cheese, jam swirls, and light biscuit base. And the French toast — a soft brioche soaked in vanilla custard, caramelized on the edges, and finished with powdered sugar — was indulgent but not heavy.
Their drinks are just as well thought out. The SR12 latte was smooth and bold, with a silky finish, while the matcha, which goes for SR23 ($6.13), had that perfect earthiness, not bitter, and frothed to perfection.
Watch How, with its welcoming staff, is a space that invites you to stay, sip, and enjoy without rushing.
So what’s the downside? The parking situation. It’s a small, popular spot — which means parking is almost impossible to find during busy hours. Not ideal if you’re in a hurry, but definitely worth the effort if you plan ahead.
For more, check their Instagram @watchhow.sa.
Where We Are Going Today: ‘Isabel Mayfair’ Restaurant in Riyadh
- The risotto zafferano — a concoction of carnaroli rice, bone marrow and a saffron emulsion — was creamy and the saffron was not too overpowering
In its first opening outside the UK, Isabel Mayfair has made its way to the Kingdom’s capital with a bang. The art deco, Gatsby-esque mansion is located in Riyadh’s bustling Al-Sulaimaniya district.
It offers terrace seating if you’re looking for a romantic spot or a girls’ night out-style cozy dinner.
We started with the tomato salad, which is a medley of seasonal tomatoes with labneh tahini dressing and red pickled onion — a fresh and simple way to kick off the meal.
We then opted for the lamb croquettes, made with slow-cooked lamb and served with aioli. The cheesy bites come in a crispy pastry with creamy filling and Parmesan snow. Although the appetizers were satisfactory, they were nothing out of the ordinary.
The risotto zafferano — a concoction of carnaroli rice, bone marrow and a saffron emulsion — was creamy and the saffron was not too overpowering. It’s perfect for those who want a taste of the local spice without too much of its complexity.
We ordered it alongside a 350 gram dry-aged rib eye steak, served with sweet potato puree and peppercorn sauce, which also pairs well with their smokey, roasted and grilled sweet potato and the broccolini with a spicy dressing and hazelnut. The steak was a definite highlight of the evening.
For desert don’t miss out on the tiramisu, which comes with an Instagram-worthy reveal. The sticky toffee pudding with warm toffee sauce and saffron ice cream is also a crowd-pleaser for a sweet ending.
Try not to miss their complementary cherry mocktail and sweet ’n’ spicy appetizer if you visit on a Wednesday.
How preventive healthcare is quietly driving sustainability in Saudi Arabia
- “Saudi Arabia is taking bold steps to integrate health, wellness, and sustainability through a series of forward-looking initiatives aligned with Vision 2030,” said Zaher
RIYADH: As global conversations about sustainability expand, one sector is emerging as an unlikely player in the environmental movement: healthcare.
Experts say a growing shift toward prevention — rather than reaction — is not only improving personal health outcomes but reducing long-term resource strain on hospitals, supply chains, and the planet.
“Preventive care and longevity-focused medicine play a critical role in promoting environmental sustainability by reducing the overall burden on healthcare systems,” said Dr. Walid Zaher, a Saudi scientist and founder of Rewind.
“When individuals stay healthier for longer through early detection, lifestyle interventions, and personalized medicine, there is less need for resource-intensive treatments, hospitalizations, and pharmaceutical use — each of which carries a significant environmental footprint.”
According to Zaher, every reduction in high-intensity care translates to real-world savings in emissions, energy, and medical waste.
“Fewer medical interventions mean reduced energy consumption, lower emissions from healthcare facilities, and less medical waste,” he said. “By shifting focus from reactive to proactive care, we create a more efficient, sustainable healthcare model that benefits both people and the planet.”
Saudi Arabia is taking bold steps to integrate health, wellness, and sustainability through a series of forward-looking initiatives aligned with Vision 2030.
Dr. Walid Zaher, Rewind founder
Dr. Ksenia Butova, founder of Detki Family Clinic and Molodost Clinic, agrees. She believes early diagnostics and family-centered wellness are not only medically superior — they are environmentally responsible.
“The costliest treatments — both financially and environmentally — come when disease is already in full swing,” she said. “Hospital admissions, emergency interventions, aggressive medications. But most of it can be prevented.”
She emphasized that check-ups today are no longer just routine, but predictive. “Conducting in-depth check-ups designed to detect diseases at their earliest, pre-symptomatic stages — or rule them out entirely — helps alleviate the pressure on the healthcare system,” Butova said.
Among the pillars of preventive medicine are targeted vaccination programs and ongoing wellness tracking — both of which lower overall consumption of antibiotics, emergency care, and overprescribed supplements.
“Nutrition science, mental health support, sleep optimization, hormone and micronutrient balancing — these are not ‘luxuries,’” Butova said. “They’re the new foundation of long-term health.”
The Kingdom is also investing in long-term well-being through national policy. “Saudi Arabia is taking bold steps to integrate health, wellness, and sustainability through a series of forward-looking initiatives aligned with Vision 2030,” said Zaher. “From national events like Saudi National Sports Day to wellness-centered urban planning, the aim is to embed health and wellness into the fabric of daily life.”
On the technology front, digitization of care is helping clinics become more efficient and less wasteful.
“Clinics that operate paper-free are sustainable,” explained Butova. “Everything from scheduling and medical records to treatment plans and follow-ups becomes digital. Patients have easy access to their data, and doctors spend less time on bureaucracy and more time on meaningful care.”
She also noted that online consultations reduce traffic, emissions, and time lost to travel. “One Zoom consultation means one less commute through city traffic, one less plastic coffee cup, one less parking hassle,” she said. “It saves time, energy, and reduces our environmental footprint.”
Both experts also pointed to a growing trend: longevity tourism — the merging of high-end medical care with eco-conscious lifestyle services.
“Longevity tourism is increasingly becoming a natural extension of the broader eco-wellness movement — one that merges sustainable living with proactive health optimization,” said Zaher. “In regions like the Gulf, there’s a unique opportunity to position longevity tourism at the intersection of luxury wellness and sustainability.”
Butova confirmed the trend is already gaining traction. “People are flying to us from Russia and Kazakhstan for access to rare vaccines … From Europe, the UK, and the US, we welcome patients seeking comprehensive check-ups, personalized recovery programs, and cutting-edge aesthetic treatments,” she said.
Still, awareness remains a challenge. Both Zaher and Butova stressed the importance of education in shifting habits and norms.
“When we educate the public about the benefits of preventive health measures, sustainable diets, and active lifestyles, we can shift societal norms toward more eco-conscious behaviours,” Zaher said.
Butova added: “Public awareness is everything. Without awareness, even the most advanced medical system won’t work.”
Her clinics run webinars, host “health school” events for families, and engage with communities through live Q&As. “One of the most important missions of healthcare professionals is raising awareness about obesity and metabolic health … That shift alone changes lives and reduces wasteful, unconscious consumption,” she said.
At a time when sustainability often means sacrifice, these experts argue that in medicine, it is quite the opposite: the more proactive the system, the less wasteful it becomes.
Where We Are Going Today: ‘Almay Cafe’ in Riyadh
- The friendly and attentive staff further enhanced this inviting experience, making me feel right at home
Sip coffee amid waterfalls and lush greenery at Almay Cafe in Riyadh, which offers a tranquil and picturesque ambiance that stands out in the bustling city.
Upon entering the cafe, I was captivated by the atmosphere. With gentle sounds of flowing water and verdant plant life all around, it felt like stepping into a tropical rainforest, making it an ideal spot for relaxation or a casual meeting with friends.
I settled into a cozy spot and ordered a latte that was smooth and flavorful. The freshly baked croissant practically melted in my mouth.
The friendly and attentive staff further enhanced this inviting experience, making me feel right at home.
However, my visit was not without disappointments. One area where Almay Cafe fell short was its limited menu options. With such a stunning environment, I was expecting a wider variety of beverages and food items. The cafe offers only a few types of coffee and minimal snacks.
Almay was, regrettably, not as family-friendly as I might have hoped. During my visit, I was celebrating a friend’s birthday with her children, but we were asked to leave as children were not allowed.
While these issues did put a slight damper on my experience, I still appreciated the ambiance that Almay offers.
For those seeking a unique experience surrounded by nature, Almay Cafe is worth a visit.
Where We Are Going Today: Tatemat Jastaniah
- Traditionally, tatema includes an array of small dishes such as cheeses, Hijazi mish, flavored olives, cold and spicy pickles, lupini beans, balila, areeka, masoub, mutabbaq and kabab meeroo
If you ever find yourself in Jeddah craving authentic Hijazi flavors, check out Tatemat Jastaniah located in Al-Salamah district.
This cozy store offers a nostalgic culinary journey centered around the traditional Saudi concept of “tatema,” a cultural tradition referring to a light, comforting meal typically enjoyed late in the evening, often shared with bread and small savory dishes.
Today, it remains a cherished ritual, especially in Makkah, Madinah and Jeddah, valued for its simplicity, affordability and deep cultural roots.
The Saudi mezze-style breakfast or supper includes creamy labneh with mint, olives, pickles, spreads and foul. At Tatemat Jastaniah, this humble tradition is elevated with a creative, modern twist.
The shop’s signature breakfast platters are a highlight and it also offers homemade goods such as artisanal marmalades, tahini and herbal teas.
Traditionally, tatema includes an array of small dishes such as cheeses, Hijazi mish, flavored olives, cold and spicy pickles, lupini beans, balila, areeka, masoub, mutabbaq and kabab meeroo.
It is often accompanied by a selection of classic sweets such as laddo, labaniyah, hareesa, semsamiya, tahini halva and homemade jams.
This spot is especially popular during Ramadan when demand for traditional foods and social gatherings peaks.
Some Jeddah locals set up tatema buffets for wedding celebrations, Eid and casual breakfast or dinner spreads.
When you step into the store, the air is filled with the scent of freshly baked bread and the warm buzz of local conversations.
For more information, visit @tatematjastaniah on Instagram.
