McDonald's has promised cheaper menu items and a greater variety of meals after a fall in Australian sales. Source: Herald Sun
GLOBAL fast food empire McDonald's is poised to revamp its menu in a bid
to win back customers following a tumble in Australian sales.
The local arm of the corporate giant best known for Big Macs and Quarter
Pounders told the Herald Sun it would not detail the depth of the
decline. But yesterday it pledged a burger fightback, promising cheaper menu
items and a greater variety of meals aimed at Australian tastebuds. "It's
no surprise that with consumer confidence low Australians today are looking for
much better value for money," McDonald's spokeswoman Skye Oxenham said. "We
are always looking at exciting new menu items as well as bringing back old
favourites." These include putting more lamb on the menu after Australians
embraced the recent lamb burger promotion.
It also includes upping what it called "quintessentially Aussie
menu items" in time for Australia Day. Ms Oxenham said McDonald's had
listened to feedback by introducing its Loose Change menu, with items $3 and
under, to combat the customer downturn. The pledge came after the hamburger
chain told US investors that global restaurant revenue had fallen for the first
time in a decade as greater competition and tough economic times bit into the
bottom line. Sales in the region fell 2.4 per cent, McDonald's said, point- ing
to drops in Australia, Japan and China. The corporation based in Oak Brook, Illinois, released the figures
showing worldwide revenue had dropped 1.8 per cent last month. McDonald's
hasn't suffered such a drop since March 2003.
The group also revealed revenue fell 2.2 per cent in both the US and
Europe. The chain's global chief executive Don Thompson said the company would
make its way through the downturn. "The McDonald's system remains focused
on serving the evolving needs of our more than 69 million customers
daily," Mr Thompson said. McDonald's, which started as a single restaurant
in San Bernardino, California, in 1940, now makes about $26 billion in annual
revenue.
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