All that extra work with breakfast, coffee, extended hours etc.....

All that extra work with breakfast, coffee, extended hours etc.. hasn't really delivered the lift...
Plus, it makes it very confusing and not scaleable. Much more complex, which is not what we want, hence, significantly slower rollout.
The mix between drive through and restaurants is also confusing... part of their brand experience was the in-store experience... but clearly, labour costs too high in store hence switching focus to drive through... but that seems very reactionary.

Big flop in the USA.. and market will notice the dishonest conversation with shareholders about this and lose trust.
Marks should have addressed this much more in the report... this basically erodes the entire business model & justification of the $5b market cap...
Basically, the USA roll out will cost GYG the business if they continue, but rather than addressing that they are pulling out, he didn't... and doubled down with "Demonstrating proof of concept in the USA remains a priority". The USA customer isn't going back to eat at the restaurants... very much an ego play given he was an investment banker from NY. So I think the ego will get in the way from making the hard call to pull out or realise the strategy hasn't work.

They have stripped out quality because of COGS rising, but customer notices.

This business has the scattergun approach, and not a clear focus on direction...

No doubt the large holders will dump their bags as soon as they can... at least the mum & dad investors can jump out today before the hammer truly drops.

Marks is over it, the board is made up of largely mates, so no-one will make the hard calls, and given original co-founder has already left, brand essence will disappear which customer is already noticing.

How disappointing. I really admired this business.