McDonalds streamlining menu

McDonalds streamlining menu, Engaged in a race to boost more traffic and same-store-sales than competitors, fast food chains have understandably gone the route of adding more menu items. Over the years those menus have become bloated. Bloomberg reporter Leslie Patton looks into whether that complexity in menus is now coming back to bite.

She reports that there are signs bellwether fast food giant McDonald's may trim down its menu of 145 choices. The Angus burgers, fruit & walnut salad, chicken selects and more may soon be heading to the chopping block.

"It's gotten to the point where the operation has kind of broken down and that's all a symptom of the complication of the menu," said Richard Adams, a San Diego-based restaurant franchisee consultant and former McDonald's store owner. "They can't make the food fast enough."

…A comprehensive menu isn't all that important to fast-food patrons, according to a study from Nation's Restaurant News and consultant WD Partners published last year. Survey respondents ranked menu variety below food quality, cleanliness, value and service in terms of important attributes for limited-service restaurants. The study's top-ranked fast-food hamburger chain, In-N-Out Burger, features one of the least complex menus.

… "Part of the reason why Chipotle (CMG) works so well is that it's simple," said Peter Saleh, a New York-based analyst at Telsey Advisory Group. "If they added four more items, it would screw up the entire process."

McDonalds streamlining menu 2013-05-18T09:04:00-07:00 Rating: 4.5 Diposkan Oleh: My Videos Tube