All-day breakfast and healthier food options boost burger chain’s US performance. McDonald’s is the world’s largest restaurant chain with more than 34,000 restaurants worldwide and employing 1.8million people, so any change on its menu will have an effect worldwide.
This year, McDonalds have decided to introduce an 'All day breakfast' to there menu. I am a massive fan of breakfast food such as sausage, bacon and egg but I'm never usually hungry in the mornings, I wouldn't be able to eat a full meal. Now its 'all day' makes it a lot more flexible for me as I can eat it around my time and when I'm hungry rather than before 10:30 like McDonalds used to offer. It helps the customer enjoy the experience and there's no restrictions on what they can order as McDonalds priority is too please the customer at all times. Chief executive Steve Easterbrook said "Customers today are more informed and demand greater choice and variety when they dine out. That’s why we’re evolving the McDonald’s experience to provide more high quality, affordable food and beverage options and convenient solutions for customers on the go”. By McDonalds thinking in this way it allows them to explore more options and build there menu to it's full potential.
I would class myself as a healthy person and will always try and eat my 5 fruit and vegetables per day. The problem when making meals is they can take quite a lot of time to make which is a struggle to fit into my busy schedule. I'm very conscious about what I eat so I tend to stay away from fast food restaurants but, McDonalds state they "removed artificial preservatives from a number of menu items to win back consumers looking for less processed, healthier food." I'm very happy about this as I can pick up a healthy meal within 5 minutes saving me more time in my day and without the stress of cooking it myself. I believe McDonalds have done this to target customers such as myself who need a quick, cheap meal that's healthy at any time of the day, this will attract more customers and engage with a wider audience.
A suggestion I could make to their menu is introducing healthier meals rather than removing artificial preservatives, this would help attract more customers and not promote McDonalds as just a fast food restaurant.
This year, McDonalds have decided to introduce an 'All day breakfast' to there menu. I am a massive fan of breakfast food such as sausage, bacon and egg but I'm never usually hungry in the mornings, I wouldn't be able to eat a full meal. Now its 'all day' makes it a lot more flexible for me as I can eat it around my time and when I'm hungry rather than before 10:30 like McDonalds used to offer. It helps the customer enjoy the experience and there's no restrictions on what they can order as McDonalds priority is too please the customer at all times. Chief executive Steve Easterbrook said "Customers today are more informed and demand greater choice and variety when they dine out. That’s why we’re evolving the McDonald’s experience to provide more high quality, affordable food and beverage options and convenient solutions for customers on the go”. By McDonalds thinking in this way it allows them to explore more options and build there menu to it's full potential.
I would class myself as a healthy person and will always try and eat my 5 fruit and vegetables per day. The problem when making meals is they can take quite a lot of time to make which is a struggle to fit into my busy schedule. I'm very conscious about what I eat so I tend to stay away from fast food restaurants but, McDonalds state they "removed artificial preservatives from a number of menu items to win back consumers looking for less processed, healthier food." I'm very happy about this as I can pick up a healthy meal within 5 minutes saving me more time in my day and without the stress of cooking it myself. I believe McDonalds have done this to target customers such as myself who need a quick, cheap meal that's healthy at any time of the day, this will attract more customers and engage with a wider audience.
A suggestion I could make to their menu is introducing healthier meals rather than removing artificial preservatives, this would help attract more customers and not promote McDonalds as just a fast food restaurant.
Here is a graph to show the evidence of the growth in sales since McDonalds introduced the all day breakfast and healthier options to their menu. I believe the reason there sales risen was because it targets a wider audience, especially with the healthier foods for vegetarians, people on diets or people who fancy a healthy snack. In the future to help McDonalds maximise their profits they should start introducing more recipes to there menus, I have a family member who is celiac and there is not many options on the menu for him as he can only eat gluten free food and the majority of there food comes in bread or containing some sort of wheat. An estimated 1 in 133 Americans are celiac which is about 1% of the population, this could open doors to a lot of potential customers and that I believe something McDonalds should consider.
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