After losing sales for the past several months, McDonald’s Corporation (NYSE:MCD) has come up with an unusual strategy to boost sales. The world’s largest restaurant chain opened a new restaurant in Sydney without any of the traditional McCafe looks and all the healthy eating options in their menu.
The restaurant chain has transformed its menu for this restaurant and has offered all sorts of healthy eatables including salads, eggplant salads, chipotle pulled pork, brown rice, and sandwiches among other options. McDonald’s Corporation (NYSE:MCD) even ditched its traditional Coke for balsamic strawberry craft soda. According to the company, this is only a test to improve the current food offerings and understand the customer choices better. Lisa McComb, spokeswoman for MCD, said that it’s neither a McCafe nor McDonald’s and the company is trying new eatables and beverages that were never offered before in restaurants.
It is an unusual but necessary strategy for the company considering that McDonald’s reported 4.6% drop in sales in November last year for the restaurants which were open for more than 13 months. Earlier last week, McDonald’s Corporation (NYSE:MCD) announced that the company would revamp its ‘I’m lovin’ It’ campaign with more focus on the ‘lovin’ part. At the same time, the company would focus on “billions heard” instead of its “billions served” outlook.
The market didn’t take it all well and some of the experts were opined that offering food options that only interest millennial customers is not a healthy strategy for the company and that too without using the existing MCD brand.
On the contrary, McDonald’s Corporation (NYSE:MCD) is saying that the whole point of this approach is to learn, grow, and experiment. Becca Hary, spokeswoman for MCD, said, “We are committed to serving up real and noticeable change. The Corner by McCafe is yet another example of this.”
This article has been written by Prakash Pandey.