What we ended up with was a very human business story. We were lucky enough to have willing alumni who could lead us through the story, which not only details McDonald's attempts to change its fortunes, but also the ongoing challenges that it faces in the sector, as consumers continue to demand new variations on that thing McDonald’s, the inventor of the drive-through, once seemed to have the patent on: convenience.
From the Judges
The introduction sets the tone for the whole piece: it's not just about a corporation or a brand; it's about people. It's pretty brave in alumni magazine to set the stage with someone who's not an alum, and that might be what I admire most. The writer takes his time, telling the whole story from different perspectives. I did not expect to enjoy reading a piece about McDonald's, but I was won over.
