Manufacturing News

McDonald’s plans to “refocus core” to win back customers

The company says the timeline of last year’s menu additions stressed many restaurants.

McDonald’s global comparable sales drop for April

McDonald’s is making a play to win back its customers after a rough 2013 when same-store sales decreased by .2 percent, winter weather disrupted sales, and some new menu items flopped. February same-store sales were even worse, with CFO Pete Bensen reporting a decrease of 1.4 percent “amid challenging industry dynamics and severe winter weather.”

During a conference with investors, Bensen said McDonald’s will “refocus the core” in 2014 by placing emphasis on tried-and-true favorites like the Big Mac, Chicken McNuggets and the Quarter Pounder.

“We acknowledged last year that we probably did things a little bit too quickly in terms of the Egg White Delight and then the McWraps and the Quarter Pounders with the various toppings,” says Bensen, “and that was a big stress to the restaurants.” The steady stream of rollouts meant adding complications to kitchen procedures, which resulted in orders taking too long to fill.

But while McDonald’s plans to slow down the introduction of new products, it is also poised for innovation in other areas. The chain will replace prep tables at many of its locations with larger surfaces able to hold many more condiments and sauces. Meanwhile, a “build your own burger” concept is being tested in some Southern California locations, according to the Associated Press.

As other players like Taco Bell and Subway vie for positioning in the breakfast market, McDonald’s plans to push on-the-go classics like the Egg McMuffin, as well as play up the quality of its coffee.

Did you enjoy this article? Click here to subscribe to Food Engineering Magazine.

Recent Articles by Shane O'Halloran

You must login or register in order to post a comment.



Image Galleries

IPPE 2015

The 2015 International Production and Processing Expo (IPPE) was held in Atlanta at the Georgia World Congress Center, Jan. 27-29. More than 30,000 poultry, meat and feed industry representatives attended the event to interact with the 1,288 exhibitors on the show floor that covered more than 490,000 net square feet. At the show exhibitors demonstrated innovations in equipment, supplies and services utilized by firm in the production and processing of meat, poultry, eggs and feed products.


Burns & McDonnell project manager RJ Hope and senior project engineer Justin Hamilton discuss the distinctions between Food Safety and Food Defense as well as the implications for food manufacturers of the Food Safety Modernization Act.
More Podcasts

Food Engineering

Food Engineering February 2015 Cover

2015 February

In this February 2015 issue of Food Engineering, we explore how energy waste caused by leaks in compressed air, steam and water or faulty building insulation/seals can be reduced with the right equipment and knowledge.

Table Of Contents Subscribe

FSMA Audit

What is the is most important step you have taken to become ready for a FSMA audit?
View Results Poll Archive


Food Authentication Using Bioorganic Molecules

This text provides critical tools and data needed to augment routine food analysis and enhance food safety by aiding in the detection of counterfeit, and potentially deleterious, foods.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


FE recent tweets

facebook_40.pngtwitter_40px.pngyoutube_40px.png linkedin_40px.pngGoogle +

Food Master

Food Engineering Food Master 2015Food Master 2015 is now available!

Where the buying process begins in the food and beverage manufacturing market. 

Visit to learn more.