Shannon Stapleton | Reuters
McDonald’s CEO Steve Easterbrook speaks during a press conference in New York November 17, 2016.
McDonald’s has one major goal for 2017: win back customers.
The burger chain’s multi-year turnaround effort, which found success with its All-Day Breakfast promotion, hasn’t quite come to fruition…yet.
During its investor day in Chicago on Wednesday, the company’s executives touted several big changes that the chain will be making to win back the more than 500 million visits it lost since 2012.
“To deliver sustained growth, we have to attract more customers, more often,” CEO Steve Easterbrook said.
McDonald’s focus will be on four pillars: menu innovation, store renovations, digital ordering and delivery.
“McDonald’s appears to found their focus on profitability through disciplined efforts to reduce costs and focus on the consumer experience including consumer-facing technology, improved convenience in payment and delivery and value to drive more customer visits throughout the day,” Darren Tristano, president of Technomic, told CNBC.
“For the world’s largest restaurant company, this means playing catch up with younger consumer expectations while continuing to engage older generations of consumers that grew up with McDonald’s,” Tristano said. “Creating alternatives for customization, delivery, payment and ordering processes provides challenges but they are necessary to adapt to the evolving consumer foodservice experience.”
