common tease

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Peter_Gabriel

Senior Member
Polish
HI all,

How can you paraphrase 'common tease' in this context as I don't know if it means a 'joke' in here.

'To some degree, Easterbrook’s plan has doubled down on what McDonald’s customers expect from the brand rather than strived to be something more—a common tease that many quick serves succumbed to in the first half of this decade as they faced the increasing threat from fast casuals.
When asked how McDonald’s can maintain an iconic American brand status in an age of lifestyle brands like Apple and Google, Easterbrook answers with what can only be described as humility.
“We’re not a life-transforming business to many of our customers, but we can make their lives more fun, more convenient, more enjoyable on an everyday basis,” he says. “What does that look like in the modern world, when you’ve got these tech giants who are transforming lifestyles in certain ways? Let’s not set out to try to transform lives, but let’s face the strengths that we have.”

Source:
Inside the Plan to Fix McDonald's-
· Steve Easterbrook has been McDonald’s CEO for three years, and his signature Turnaround Plan is already paying dividends.


· Steve Easterbrook has been McDonald’s CEO for three years, and his signature Turnaround Plan is already paying dividends.
 
  • kentix

    Senior Member
    English - U.S.
    It's not a joke, but "tease" (and "succumbed") suggests it wasn't entirely true either. They claimed to be something more, that was the lure, but they didn't necessarily deliver on that promise. It was probably more marketing than reality.
     
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