McDonald’s plans to overhaul US menu in effort to shed junk food image
Company hopes to change perception it serves junk food in effort to gain customers as it reports another decline in monthly revenues
McDonald's is planning to trim its menu in the US, review its cooking methods and maybe get rid of some of the ingredients it uses to change perceptions that it serves junk food.
CEO Don Thompson sought to reassure investors on Wednesday that such changes will help strengthen the chain's appeal as it fights to hold onto customers. The discussion in Oak Brook, Illinois, came after the company earlier this week reported yet another monthly decline in US sales. It said the figure fell 4.6 per cent at established locations in November.
Thompson has conceded McDonald's has failed to keep up with changing tastes. One of the problems is that people are increasingly moving toward foods they feel are fresh or wholesome, and the image of fast-food burgers and fries doesn't exactly fit that bill.
Among the changes Thompson and McDonald's USA president Mike Andres touched on were ingredients and how food is prepared and delivered.
It's not clear whether the changes will be implemented in other places, including Hong Kong.
In just the past decade, McDonald's has added 100 items to its menu, said Andres, who stepped into his role in October. While that has driven up sales, it also complicated the menu and made it harder for people to quickly decide what they want.