McDonald’s to trim menu to speed up service

RetailME Bureau

McDonald’s Corp. has decided to cut eight items and five extra value meals from its US menu in an attempt to speed up service and reverse the worst domestic sales slump in more than a decade. The new menu will be introduced in 2015, reveals Mike Andres, group president for McDonald’s US unit. While Andres said some items in the McWraps line may be cut, the company didn’t specify which menu items will be eliminated.

“We have to very careful with how we address the menu. Our destination is a modern, progressive burger and breakfast company, adds Andres. McDonald’s also told investors that it is examining its ingredients and may eliminate preservatives. More marketing efforts will emphasise the quality of its food.

McDonald’s same-store sales in the US fell 4.6% in November, the biggest drop since 2001. It was also the 12th straight month without growth in McDonald’s home market, where it has more than 14,000 restaurants. The company is betting that the slimmer menu will improve service and re-establish it as a leader in burgers.