McDonald’s has expectations to create not only adequate delivery service, but better quality burgers. The fast food giant hopes to bounce back after “hundreds of millions” of lost customers by creating more digital friendly options at its restaurants.
Many of McDonald’s customers abandoned the fast food chain due to dip in food quality and value. McDonald’s has plans to do what it can in order to bring its customers back. Shares of the fast food chain came to a jolt on Wednesday as the McDonald’s executives proposed their plans to investors.
The executives hope to increase growth in customers by 3-5 percent as soon as 2019. After its proposal, shares for McDonald’s went up about 1 percent and closed at $129.05. CEO of McDonald’s Steve Easterbrook made a comment on the plan saying, “To grow, we must grow guest counts. It’s as plain and simple as that.”
McDonald’s has already made moves to increase customer count. They began serving breakfast all day as well as offering junior and jumbo-sized Big Mac. Despite all that, as well as turning over more restaurants to franchisees, executives believe that the company needs to do more in order to bring its customers back.
The fast-food giant hopes to do this by ramping up its food quality as well as any other means that will not only bring back old customers but attract new ones. The company senior vice-president, Lucy Brady commented on the falling food quality saying, “Some of our best customers just aren’t visiting as much as they used to and we know why.”
One of the steps that McDonald’s is turning to is expanding its option of delivery. In Asia and the Middle East, many McDonald’s locations offer the option of delivery at nearly 3,500 locations. Yet many it’s estimated that nearly 75 percent of U.S. residents live at least three miles from a McDonald’s, therefore, the company is looking to further develop its delivery options in the U.S.
McDonald’s also wants to expand its McCafe options that offer coffee drink options. McCafe makes up at least 14 percent of business in Australia. There McCafe has baristas and even spaces in the café for customers.
McDonald’s has also expressed its interest in using kiosk technology. Recently Wendy’s announced that it would be doing the same in order to draw a younger crowd and increase productivity when it comes to ordering and making food. The kiosks would allow customers order and pay for sandwiches from kiosks instead of going to the counter.
This is estimated to take place within the end of the year at nearly 2,500 McDonald’s restaurants. The fast food company says that it also hopes that by 2020 nearly all of its 14,000 restaurants will be revamped bringing in more traffic.
McDonald’s is hoping to reinvent itself. The company is searching for ways to move further into the future with newer technology like kiosks. The company is searching for ways to make its ingredients fresher starting when it began using cage-free eggs. McDonald’s wanted to alter its ingredients to compete with the customer demand for quicker service and meals, but now the company has decided to switch to higher quality and fresher ingredients to keep up with current consumer demand. Easterbrook believes that with the company will be able to experience a turnaround in growth very soon.
