McDonalds responds to global slump with new “Aussie” menu for Asia Pacific region
McDonald’s has continued to experience a global slump in sales in the most recent quarter, vowing to combat the 2.4 per cent decrease in the Asia Pacific Region with “quintessentially Aussie menu items” and “more lamb” on the menu.
On November 8 2012, McDonald’s announced a 1.8 per cent dip in global revenue at “same-store” restaurants open for at least 13 months, ruling out the impact of newly opened and closed stores. The drop was highlighted as extra significant as a sales drop to this effect has not been seen since 2003.
Australian Food News has previously reported on McDonald’s US Fiscal second-quarter in July 2012, which saw a 4.5 per cent slump in the fast-food giant’s global earnings. Mr Thompson said the economic environment in the Asia Pacific region was “tough” when the last results were reported.
McDonald’s reported in the latest quarter results that US and European stores fell 2.2 per cent respectively. Further, the African, Middle Eastern and Asian Pacific region, including Australia, dropped 2.4 per cent.
McDonald’s President and Chief Executive Officer Don Thompson attributed the decline to the economic difficulties in the marketplace.
“Though October’s sales results reflect the pervasive challenges of today’s global marketplace, I am confident that our strategies and the adjustments we are making in response to the current business headwinds will build sales momentum and drive sustained, profitable growth,” Mr Thompson said in the report.
A McDonald’s Australia spokesperson said that they would increase their sales with “new menu items” and “old favourites”, following success of the loose change menu.
Many new items such as “Angus Beef Burger” and the “Fillet O Fish” that began as trials have now become some of the most popular items on the menu. However, not all new innovations have proven popular, including the failed McVegie Burger, the McPizza and the Big Mac Lite which only spent a short time on the menu.