McDonald’s wants to offer more quality. The fast food chain announced a renewed strategy on Monday, in which the company wants to focus on more luxurious chicken dishes, more attractive restaurants and new playgrounds.
According to CEO Chris Kempczinski, this fits in with the broad expectations of consumers who ‘demand more for their money’. McDonald’s, for example, wants to make fast food feel less like fast food with ‘hand-breaded chicken wings’.
According to the CEO, extra quality is necessary because consumers are raising the bar for the restaurant chain. Partly due to rising inflation and declining consumer confidence, he believes ‘more experience must be offered’. The company wants to compete with chicken fast-food restaurants, among other things.
Work more efficiently
To achieve all this, Kempczinski believes McDonald’s must become more efficient and increase productivity per location. Otherwise, the franchisees cannot invest in modernization.
McDonald’s is one of the largest catering companies in the Netherlands, with more than 260 branches. The company employs approximately 20,000 people and generates more than 1 billion euros in annual turnover. It is not known what the changes will mean for the menu in Dutch branches.
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