McDonald's moves on come-back plan

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McDonald's drive-thru
McDonald's plans to simplify drive-thru menus.

OAKBROOK, Ill. – McDonald’s Corp. has a new plan to shorten wait times for its drive-thru customers as the company works to rebound from declining store sales.

The company’s global comparable sales for April slipped 0.6 percent. Lower customer traffic and ongoing competitive activity led to a 2.3 percent drop in comparable sales at the McDonald’s USA.

To stop the downward trend, the quick-service chain said it will simplify its drive-thru menus by offering only the most popular items on the drive-thru menu. The move addresses a common complaint among franchise owners who blame complex menu items for longer wait times at the drive-thru.

McDonald’s also plans to broaden its mid-priced menu offerings and expand its all-day breakfast tests.
Additionally, McDonald's became the latest restaurant chain to test home delivery service. McDonald’s full menu, except ice cream cones, will be available for delivery during the normal operating hours of participating restaurants. The test market includes 88 restaurants in Manhattan, Queens and Brooklyn.

CEO Steve Easterbrook detailed the company's turnaround plan which includes new business segments, new leadership and refranchising 3,500 restaurants. But the plan contained no details on potential menu adjustments. However, Easterbrook said transforming McDonald’s into a “modern, progressive burger company” will take time to catch on with consumers.

“These are exciting and liberating moves for our system, and this is how leadership brands evolve to stay in step with their customers,” Easterbrook said.

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