McDonald's looks to boost freshly prepared foods
McDonald's Corp. (NYSE:MCD), entering its fourth year of a turnaround effort, is expecting to make more changes to its business, including menu items.
"You will see a greater variety of freshly prepared foods, with a specific focus on the chicken category and breakfast," Ralph Alvarez, president of McDonald's North America, told the National Retail Federation's annual conference in New York.
McDonald's, which Alvarez said had fallen into the trap of focusing on getting bigger instead of getting better, has been working to revitalize its business, rebuilding and refurbishing its restaurants, adding new menu items and changing its advertising to target specific consumers.
"As a brand, we have to follow the trend," Alvarez said, referring to increasing demand for chicken items despite the fact that McDonald's got its start as a hamburger joint.
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Source - Reuters
McDonald's, which Alvarez said had fallen into the trap of focusing on getting bigger instead of getting better, has been working to revitalize its business, rebuilding and refurbishing its restaurants, adding new menu items and changing its advertising to target specific consumers.
"As a brand, we have to follow the trend," Alvarez said, referring to increasing demand for chicken items despite the fact that McDonald's got its start as a hamburger joint.
External Source - For the complete article click here
Source - Reuters
