According to an article in today’s USA Today, customer complaints are up and profits are down at McDonald’s. Customers are complaining about rude employees and slow or “chaotic” service and the problem is getting worse. As a slide from a webcast delivered by Steve Levigne, vice president of business research for McDonald’s USA, “Service is broken.” So what is McDonald’s doing to fix the situation? According to a franchisee quoted in the article, “The new leadership has decided to focus on customer satisfaction as a real driver for us to build the brand and build sales.” The truth is McDonald’s needs to focus on its employees–they’re not engaged with their work. Right now McDonald’s pays its employees as little as possible, doesn’t train them well or treat them well and hence the rate of annual turnover of its employees is high (the fast food industry average is 60%). No company can expect to deliver high quality service with a smile under these circumstances. McDonald’s would do well to take a look at how Quik Trip, a company in a similar industry, treats its employees and it could solve it’s engagement problem in very short order.