The fast-evolving eating preferences of today's consumers may have flipped the fast casual restaurant industry on its head.  

A huge chunk of these people comprise the millennials, the 20-30-something generation who allot much of their food budget dining out. On top of that, many people with mobile lifestyles seem to be finding longer wait times in global fastfood chains like McDonalds tiresome.  It augurs well for companies like Chipotle Mexican Grill, Subway and other emerging rivals for McDonalds.

 Interestingly, McDonalds sold off its stake in Chipotle, little realizing it will play a key role in facilitating its growth. The fastfood giant, which has been an unceasing target of controversies, is now playing catch-up with its new competitors. 

McDonalds, in the eyes of generations of consumers who grew up on its combo meals, has long lorded it over the fastfood industry.  Over the years, it has had its share of  negative publicity. The alarming rise in childhood obesity has often been attributed to fastfood restaurant fare, and the global company became a direct target.  Over a decade ago, Eric Schlosser's controversial book "Fast Food Nation: The Dark Side of the All-American Meal led to a barrage of criticisms for fastfood restaurants owing to the way they prepared  comfort foods like burgers & fries. Again, McDonalds was took the brunt.

McDonalds has continually modified its menu in response to changing consumer tastes.  Chipotle, on the other hand, has adhered to its core product. The Mexican grill has capitalized on that strength. In contrast to McDonalds, which embarked on one public relations campaign after another to whet consumers' appetite and promote the fastfood eating lifestyle, Chipotle has attracted customers by highlighting  the sustainable sources of its ingredients in more recent years.  Moreover, it has engaged consumers with activities like cooking demos  and musical events, apart from great food.

McDonalds has cited many reasons for its dwindling sales in US locations in the past year.  To date, the company has pronounced yet another "image" reengineering as aggressive players offering healthier, fresher alternatives  bite into their market share.