After months of anticipation, McDonald’s finally released an all-day breakfast menu so that customers across the U.S. could experience the beauty of the Egg McMuffin past 10:30 am. While it’s no secret that the menu had flaws—such as long wait times and a lack of hash browns at 10% of locations—the company is still expected to see a 2.5% increase in sales for the year as well as a 2.3% increase in the amount of guest traffic because of all-day brekkie.
In a recent interview with The New York Times, McDonald’s C.E.O. Steve Easterbrook detailed how the fast-food powerhouse is responding to the ever-changing market for on-demand meals. With restaurants like Chipotle and Taco Bell joining the delivery game, customers now have more choices than ever to score a warm meal with minimal effort on the consumer end. McDonald’s plans to secure its spot at the top of the fast-food food chain by adapting and making the following three changes—but will it be enough?
Increasing the accuracy of the restaurant
According to Easterbrook, the chain serves over 27 million customers per day in the United States and nearly 69 million worldwide. McDonald’s plans on making positive changes in order to increase the accuracy of the restaurant and deliver a better experience for the customer. He notes, “we have focused very hard on just that concept of just running better restaurants on a day-to-day basis that’s the way you can provide the most visible, immediate change to customers.” Because after all, isn’t that why we go to fast-food restaurants?
Creating a more simplified menu
In order to improve the accuracy of the restaurant, Easterbrook notes that McDonald’s has taken strides to create a more focused menu. McDonald’s has removed the slower-moving items that customers typically weren’t fond of in order to minimize the wait time and allow customers to get their food faster than ever. Everybody wins.
Improving the customer’s ordering experience
Easterbrook explains that McDonald’s has begun working on training programs to further ensure that when you order from the restaurant, what you say is what you get. He notes, “the operations team is then working on the training programs, reiterating some of the operations procedures for the drive-through and the front counter about effective clarifying orders with customers when they place them, double-checking that when you assemble people’s orders that we’ve got it right.” This means the chances of the restaurant screwing up your order in the wee hours of the morning are soon to be over. You can now rest assured that you will be getting a McRib when you order a McRib at Mickey D’s.
[via The New York Times]