McDonald’s plans to invigorate the food industry with fresher, better food by making some major changes in recipes for its products. It is well known that the guys are pretty much controversial, expecting us to swallow all kinds of preservatives wrapped in persuasive commercials that support a healthy life. As a major change in their marketing strategy, better and tastier products will soon be available for us, as McDonald’s changes their burger recipe with improved toast and a new grilling technique.
Juicier burgers and crunchier toasts will arrive over the counter, making us crave for more fast food. Good for the business and bad for the health? We will see that for ourselves.
This is only a small part of an extended strategy to increase revenues and reach on global markets, according to recent declarations from Steve Easterbrook, the new McDonald’s CEO.
People nowadays are more inclined to the raw business of food, turning their backs on the fast food nation products. Easterbrook is now trying to pull the company out of a relative crisis, with rivals recently managing to pick up customers with their better menus, more appealing to a consumer appetite for less processed foods.
Apart from the market change strategy, Easterbrook laid out a turnaround tactic that includes cost cuts, leadership reorganization and a very bold plan to sell 3500 company owned restaurants across the globe, to franchises.
Another major change in regards to business strategy and growth targets the monthly reports on same-store sales results. Chief Executive plans to stop this monthly reporting beginning with June, when the last monthly report will be revealed. After that, their strategy will shift into a quarterly-comparable store sales reporting direction.
They have gone through some disappointing 11 months, facing a real decline in global comparable store-sales. Easterbrook plans to concentrate on longer-term performance rather than constantly following and acting upon the short-term results.
McDonalds are not what they used to be, as diet behaviors have changed over time and people are more focused on eating healthier than eating faster. Changing their recipes seems to be a good step to reach a larger chunk of public or to bring it back to the old fast food chain industry.
The business turnaround is the major priority for Easterbrook, with emphasis on convenience and value, to bring customers back. The company representatives are also experiencing a trial for a slimmed-down menu dedicated to drive-thru customers, by offering about half as many items as usual.
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