How Even the Biggest Brands Are Losing Ground—and How You Can Avoid the Same Fate
I remember growing up and regularly heading out with friends to chain restaurants and fast-food spots. It was fun, affordable, and the food was reliably good. Our go-to places included McDonald’s, Starbucks, Denny’s, On The Border, and Champs, to name a few. These establishments were always bustling with customers.
Fast forward to today, many of those once-thriving locations are shuttered or downsizing. While giants like McDonald’s and Starbucks still maintain a strong presence, the numbers tell a different story:
- McDonald’s has closed approximately 1,000 locations over the past decade
- Starbucks has seen a dramatic decline of around 10,000 stores worldwide
Fewer locations mean fewer customers—and ultimately, less profit. So how did these iconic brands start to slip? The truth is, decline often happens gradually. A slow erosion in service, food quality, or consistency chips away at the customer experience until even the most loyal patrons quietly move on.
Why It’s Happening
Today’s consumers are far more intentional about how and where they spend their money. If the experience doesn’t meet expectations—whether it’s service, quality, or price—they don’t complain. They just don’t return. In fact, data shows that the vast majority of dissatisfied customers never voice their complaints. And when they do, they often feel that their concerns aren’t resolved effectively.
Adding to the challenge, values-based consumer behavior is becoming a driving force in business success. Many customers are now boycotting companies that don’t align with their moral or social values:
- McDonald’s has lost over $7 billion in market value due to boycotts
- Starbucks has lost an estimated $11 billion for similar reasons
Consumers are fighting back—not with protests, but with purchasing power. And that trend isn’t slowing down.
So—How Do You Protect Your Business?
While there are many strategies to boost customer retention—such as client-focused analysis, targeted surveys, and improved training—one of the most effective tools remains the mystery shop.
But not all mystery shops are created equal. Most companies send in random, untrained consumers whose feedback lacks context and fails to drive meaningful change.
At Kandalaft Consulting, we take a smarter approach. Our mystery shopping services are rooted in human behavior and psychology—providing not just surface-level observations, but deep insights into the customer journey.
And we don’t stop at identifying issues. We work with your team directly to implement solutions, offer staff training, and ensure your brand consistently meets—and exceeds—customer expectations.
Your Brand Deserves Better
Let’s be clear: big names aren’t immune to decline. But that also means smaller, more nimble businesses have an opportunity to outshine them by offering something increasingly rare—genuine, memorable customer experiences.
With the right tools and insights, your business doesn’t just survive—it thrives.
Ready to rethink your customer experience?
Contact us today to learn more about how we can help your business stay ahead of the curve.
Written By, Jesisica Kandalaft of Kandalaft Consulting
