NEWS27 January 2014

McDonald’s looks to ‘regain momentum’ through insight

Financials News North America

US — McDonald’s is looking to consumer insight to help boost performance in its “key opportunity markets”, CEO Don Thompson has said.


Speaking on a conference call late last week, Thompson explained how leadership teams in Germany, Japan, the US and Australia, “are developing more locally relevant solutions based on stronger consumer insights and more recent market learnings”.

Global comparable sales for the fast food company increased just 0.2% last year, as strong performances in the UK, Russia and France were weighted down by decreases in the US, Germany and Japan, as well as “relatively flat” performances in China and Russia.

Learning from consumer insights in these markets “would help us to make the appropriate adjustments to regain momentum”, said Thompson

“We are leveraging consumer insights to better understand how we can deliver on evolving consumer needs,” he explained. “This includes enhancing our value based messaging and re-engaging with customers in more compelling ways from our marketing and promotions to the order points that are restaurants.

“We have identified areas where we can improve and are prioritising the initiatives that are most impactful to our customers and we continue to move forward with investments that will drive long term growth than returns.”