McDonald's is pushing franchise operators at its 14,000 U.S. restaurants to improve speed and friendliness of service, long-time problem areas that have risen to the surface after recent disappointing earnings reports. One in five complaints from McDonald's customers are related to unfriendly service, and the number is on the rise, executives told franchisees last month. The chain is rolling out a new dual-point ordering system that moves customers more quickly to a second point to pick up their food.

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