Jennifer Antolin is ready for the challenge.
The new owner/operator of Guelph's four McDonald's locations took over from Grant Ford earlier this year. Ford owned and operated all the McDonald's locations in Guelph for 42 years.
As attitudes shift, competition grows and consumer's expect more, Antolin said both she and McDonald's are ready for what the future holds.
"I'm a competitive person. This is my life. This is my career. All the chips are in," Antolin said at her restaurant on Gordon Street.
She pretty much grew up under the glow of the golden arches.
Her dad Steve worked for McDonald's head office for several years before opening his own franchise. He later owned the location in Milton, just south of Highway 401, growing it to the where it had the highest volume of any McDonald's in Ontario at one point.
Acton-born, Oakville-raised and currently living in Hamilton, Antolin worked for her dad as a teenager before setting out on her own, working in high end Nobu restaurant chain in England and the United States for 12 years before returning home in 2009 to take over the family business at her father's urging.
"It was one of the best things I've ever done," said the only child of the move home. "Everybody told me that if I didn't do it I was crazy."
When McDonald's head office came asking if she was interested in purchasing the Guelph locations from the retiring Ford, she jumped at the chance, selling her Milton location and taking over the Guelph locations.
McDonald's is facing unprecedented competition these days, with gourmet burgers, burritos and any number of other faster food options exploding on the "quick service restaurant" scene (it's not called "fast food" when you're in the industry) in recent years.
But it's still king of the hill.
After few years of sales declines, efforts made to improve its offerings — all day breakfasts, the McCafe offerings, paring down the menu, healthier and fresher options and, most recently, the build-a-burger option — have led to a turnaround the past couple of years.
In 2015, the company's stock hit an all time high as McDonald's continues to evolve as a brand, Antolin said, recognizing and responding to customer needs.
"It's all about focusing on the guest experience: what they are looking for and what they are asking for.
"We've changed, because we're very aware that we have a very diverse customer base and we need to cater to all. We can't just go after one niche," Antolin said.
So you can please all the people all the time?
"Sure. I figure why not? It's a really exciting time at McDonald's right now."
Ford took over Guelph's first McDonald's on Woolwich Street in 1974, the year after the company opened it as a corporate location.
Over the next 40 years, he enjoyed unbridled growth, commenting two years ago that the company grew by 30 to 40 per cent annually in the early going, when police officers were needed outside the Woolwich Store on Friday nights to help direct traffic.
He was also very active in the community, donating an estimated $2 million to various causes over his 40-plus years as owner of the Guelph franchises.
The four Guelph locations — Gordon Street, Woodlawn Road, Stone Road and inside the north end Walmart — employ over 400 people.
Antolin said Ford has been a tremendous help during the transition.
"I told him, I've got very big shoes to fill," Antolin said. "He's been fantastic. Grant has helped set me up for success. A huge help in getting me settled and integrated into the community."
As for the immediate future, Antolin plans some internal improvements at the restaurants and a remodelling of the dated Stone Road location, the busiest of the four in Guelph. That location will get a double drive-through and possibly 24-hour service down the road.
She also hasn't ruled out the possibility of expansion.
"I will never say 'no.' I see that south end booming and I see that one corner that needs some love. I'm open to any possibility that might happen in that area or any other area in Guelph."