Gourmet Buns And Pulled Pork? Can McDonald’s Be Saved?

Gourmet Buns And Pulled Pork? Can McDonald’s Be Saved?
SHARE
THIS



Despite a surprisingly successful run at SXSW this year, McDonald’s is seeing a steady decline in sales. On Monday McDonalds’s CEO Steve Easterbook outlined a ‘turnaround plan’ to reverse the long-term decline.

During Monday’s 23 minute video, McDonald’s American CEO, the Englishman Steve Easterbrook said: “The reality is our recent performance has been poor. The numbers don’t lie.”

Maccas has seen its annual profits plunge by 13 per cent in 2013 and 15 per cent in 2014. They have also had to close 350 poorly performing stores in Japan, the United States, and China.

In response to this poor performance, Easterbrook has outlined two major steps to make Ronald McDonald rich again:

Step One: Reorganise

One of Easterbrook’s plans is to shake up the fast-food giant’s internal structure. This includes cutting net costs by US$300 million a year, selling 3,500 restaurants to franchisees by 2018 and dividing the company into four divisions.

The franchising proposal has been put through the McDonald’s deep fryer. Earlier this year, Easterbrook announced that the wages at McDonald’s owned stores will be at least $1 more than the minimum wage. However, McDonalds goal is for 90 per cent of its restaurants to be franchised owned.

Easterbrook also said shareholders could expect a return of US$8 billion to US$9 billion by the end of 2015.

“McDonald’s new structure will more closely align similar markets so they can better leverage their collective insights, energy and expertise to deliver a stronger menu, service, and overall experience for our customers.” Easterbrook said during the video.

On Monday, despite these plans, McDonald’s stock was down 1.7 per cent to closing at US$96.13. On Tuesday, this stock number was unchanged.

Step Two: Food Overhaul

Maccas is hoping to get butts in seats by introducing a new #CreateYourTaste option. Customers can build their own burger from scratch, choosing from 19 ingredients.

Your customised burger is delivered to you on a wooden tray with a metal basket for the chips, a style of food presentation popularised by the hipsters culture.

Since being introduced late last year, the self-service booths are now available in 300 Aussie stores.

McDonald’s Australia CEO Andrew Gregory, told news.com, that: “McDonald’s is innovating and changing again to meet the needs of our customers. What we’re really doing here is simply what our customers have asked us to do.”

It’s almost as if McDonald’s is denying its greasy, super-size-me, past.

Please login with linkedin to comment

Advertising Standards Bureau Employer Branding

Latest News

WPP Acquires Perth-Based Digital Creative Agency Meerkats
  • Advertising
  • Technology

WPP Acquires Perth-Based Digital Creative Agency Meerkats

WPP AUNZ has acquired leading WA digital and creative business solutions company Meerkats, as part of the company’s strategy to boost client capabilities announced earlier this year. As part of the agreement Meerkats will merge with Wunderman Thompson in WA, building the brand’s Perth capability to more than 50 employees and creating a specific Experience […]

303 MullenLowe Sydney Confirms Bart Pawlak As New ECD
  • Advertising

303 MullenLowe Sydney Confirms Bart Pawlak As New ECD

303 MullenLowe Sydney has appointed accomplished creative leader Bart Pawlak, as its new ECD. Pawlak has been working with the agency over the last four months, leading the department over this period. Pawlak is an awarded creative director and writer with two decades of experience working within the major advertising networks, most recently as executive […]

Oakley Reprises Bob Marley’s ‘One Love’ In Powerful Ode To Sport
  • Campaigns

Oakley Reprises Bob Marley’s ‘One Love’ In Powerful Ode To Sport

Oakley has unveiled a powerful remake of Bob Marley’s iconic anthem One Love as part of the brand’s 2020 For the Love of Sport Campaign. The official release aims to inspire hope and positivity during a time of uncertainty by celebrating sport and how it can enlighten and uplift. The reworked verses were co-written by […]

“We’ve Seen Lots Of Doggers!” Weather Reporter Hilariously Muddles Dogs & Joggers
  • Media

“We’ve Seen Lots Of Doggers!” Weather Reporter Hilariously Muddles Dogs & Joggers

The perils of live TV were once again on show on the venerable BBC yesterday when a weather reporter managed to mangle joggers with dog walkers and came up with doggers. BBC weather reporter Carol Kirkwood was reporting live from the beautiful Greenwich Park in London yesterday when she managed the red-faced clanger. “Good morning […]

by B&T Magazine

B&T Magazine
Women in Media: A Look Back At The Best Ads Championing Equality
  • Campaigns
  • Media

Women in Media: A Look Back At The Best Ads Championing Equality

The Women in Media Awards has always been about recognising the power of individuals. But B&T also shines a light on the best use of creativity and advertising to champion the promotion of women. It’s a relatively new category, ‘Best Ad Campaign – Championing the Equality Cause’, but its perhaps one of the most important […]

by B&T Magazine

B&T Magazine
Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]