McDonald’s Corporation (NYSE:MCD) recorded one of its best runs in decades in 2015, seen by the happenings across the larger industry. Its stock was up by 25% in the year and in the process outperformed the likes of Taco Bell and Burger King World Inc (NYSE:BKW). Amidst the ongoing rout in the stock market, its stock is down by only 2% from its all-time high, the Dow having shed as much as 8% since the start of the year.
Focusing On Menu
It promises to be yet another exciting year for the giant fast food joint. Ever since Steve Easterbrook took the reins last year, McDonald’s Corporation (NYSE:MCD) seems to have rediscovered grip, having spiced up its menu all in the effort of shrugging off competition. A revamped menu has all but allowed the chain to compete at par way the likes of Five Guys and Shake Shack.
Focusing efforts on producing food that appeals the most to customers in terms of taste, quality, and convenience is McDonald’s main goal under the new plan. Franchisees are now able to design their own menus to meet local tastes while also retaining the classics. For instance, there are chains in Ohio testing macaroni and cheese while outlets in Texas carry out tests of sweet potato fries.
Ideological Shift
The Dollar Menu is still intact but tweaked to be more exciting, with customers now being allowed to choose two food items from a list of $2. Starting to offer all day breakfast menu has to be the best move McDonald’s Corporation (NYSE:MCD) has pulled in years. All-day breakfast has not only drawn in new customers, but most of the customers have gone on to order more than just a McMuffins.
Ideological shift was all along the lacking piece in McDonald’s Corporation (NYSE:MCD) pursuit of new opportunities for growth. The fast food joint is no longer spending most of its time in streamlining operational efficiency but coming up with menus that entice customers to keep coming back for more.
Things could get even better for McDonald’s Corporation (NYSE:MCD) in the next two years Easterbrook having announced plans to roll out antibiotic free chicken and Milk.
