The new CEO at McDonalds comes to the job from running operations overseas. The new CEO has pushed McDonalds in the direction of customer surveys as a better way to conduct market research, especially if the customer uses a smartphone. As the transition occurs, look for McDonald's to drop the MSC that currently conducts their shops. The mystery shop program has been producing results that do not mesh with reports of deep customer disappointment.
When will the MSC lose McDonalds? 6 months.