McDonald's is doing all they can to snatch defeat from the jaws of victory. Not too long ago, the were the undisputed leader in fast food. About 5-10 years ago, though, things changed.
The stores now look like dull, grey, utilitarian boxes. It's actually depressing to sit inside the store. There's no character, no atmosphere, and nothing that showcases McDonald's or the community in which it does business.
The quality of food has rapidly gone downhill. This is the result of their trying to be "all things to all people." Their current menu is simply too big. You can only make so many things well in a kitchen that has no room to expand. So, the food that was rather fresh is now stored in warming bins to extend the length of time the food can supposedly remain "fresh".
The quality of service has all but disappeared. Sandwiches are now slapped together with no attention to appearance. (Cheese half on a cheeseburger, tartar sauce half out of the Filet-o-Fish sandwich, etc.) The "thumbprint" in the top bun of a sandwich is ever prevalent and incredibly unappealing.
Managers that used to be stationed at the counter and the grill areas are persona non grata. Usually, they can be seen sitting in the back office. They, like the rest of the staff, simply don't care anymore.
Pricing is insulting. For the price of a "fast food" meal, you can easily pay for a meal at a "sit down" restaurant. The quality of food, the speed of service, and the lack of care surely do not warrant the enormous increase in pricing. To be fair, though, people did want $15.00/hr wages, so prices had to increase somewhat to cover that.
I used to be an assistant manager at McDonald's 30+ years ago. I simply do not see any of the quality that was so important to us back then. If we had been sitting in the office during any of the rush times, we would have been promptly fired. The crew people that we hired were taught to care about what they did and how they dealt with the guests. If we screwed up, we owned it because we cared.
We've stopped going to McDonald's for all of the above reasons.