In announcing disappointing sales for February this week, McDonald’s Corp. said its near-term goal is to “reassert McDonald’s as a modern, progressive burger company.” What does that mean? In Switzerland, at least, it means positioning McDonald’s as an upscale, better-burger competitor with chef-created menu items available nowhere else.
The Classic, by René Schudel
Well, that didn’t work. McDonald’s Corp. reported a 4% decline in comp sales for February, the month it rolled out the sweet “Choose Lovin’” campaign. Even those who did don’t seem to have chosen McDonald’s as well.
So now what? McDonald’s can either decide it’s in the middle of a two-year “correction” that will result […]
On Sunday (March 1), Don Thompson officially steps down as president and CEO of McDonald’s Corp. after two-and-half years. Steve Easterbrook, previously corporate senior executive vice president and global chief brand officer, takes over and mercifully gets to shorten his title.
McDonald’s is leaking customers, not just dollars.
The 10-K annual report […]
McDonald’s Corp. soon will celebrate the 60th anniversary of Ray Kroc’s first restaurant, which opened in Des Plaines, Ill., on April 15, 1955. It’s an important date, a cornerstone of its corporate history. It’s why the chain has featured a “1955 Burger” as a limited-time special across Europe since 2010. As a UK ad put […]
It took a while for the light to come on, but in its Northern Nevada locations McDonald’s is testing its Shakin’ Flavor idea with its iconic Chicken McNuggets as well as with its fries.
Shake Shake Fries are staples at McDonald’s in Asia, shown here in an Indian version.
The idea of putting fries […]
McDonald’s “Pay With Lovin’” campaign launched during the Super Bowl got people talking, but not necessarily positively about the chain, according to a study released today from YouGov BrandIndex.
Giving free meals in exchange for “random acts of lovin’” earned McDonald’s the highest word-of-mouth gain of all Super Bowl advertisers. The report finds 29% of […]
What do you do when same-store sales plunge 38.6% in a month? You cue the Don Ho music and go to Hawaii.
McDonald’s Holding Co. (Japan) Ltd. is having a tough time. This week it reported a net $186 million loss for 2014, its first loss in 11 years, the result of revelations in July […]