McDonald's restructures its menu to accommodate new easy to make items.
McDonald’s Corporation is coming with new ways to diversify and streamline their restaurant menu so that they can construct their pricings once again. According to the Wall Street Journal, the company through such initiatives wishes to make the financial scenario better.
These initiatives are not new but are a series of changes that the new Chief Executive Officer of the fast food behemoth, Mr. Steve Easterbrook has taken. The CEO wishes to change the game for the company so that they pave their way to redemption. One of the primary goals of McDonald's restaurant is to attract customers and encourage them to opt for their food all over again, particularly in the United States.
According to the CEO, a thing that has played a massive part in increasing their misery is the large menu that is present for buyers in the United States market. He continued by saying, this actually causes the operations to slack and adds complexity to the kitchen environment. He considers it to be the basic reasons behind the long queues at the drive through.
It has now been reported that the company is making changes to its menu. It is expected that the new McDonald's (MCD) menu will comprise more of snack wraps and chicken sandwiches in order to simplify the menu. Recently, the company also held a webcast in which they clearly highlighted the strategies for the times to come with a more in-depth view.
The company has started to restructure the prices of its menu. The fast food giant mentioned during the webcast that it has decided to add certain items like double beef patty burger having tomato and lettuce, a McChicken burger with the same vegetables which are available for $1.5 where earlier items of similar nature were sold at $1.20-$1.39.
Several McDonald’s franchises demanded a mid-range menu since the buyers did not really have many choices. They could either choose high-end items or low-end items. Apart from this, the company also wishes to come up with thirst quenching beverages for summers. The company is also working on these summer drinks as mentioned in the webcast. This will comprise of frozen and fresh lemonade. Moreover, the company also wishes to start their all day breakfast menu which is currently being experimented in San Diego and is likely to make its way to Nashville.
Hence, in a nutshell, McDonald’s efforts are quite vigorous and show that the company wishes to resume its position. However, it might not be as easy as it seems.
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