McDonalds 2001 Annual Report Download - page 12

we’re broadening our appeal
The vast majority of McDonald’s future
growth will come from our core hambur-
ger business, which we are determined
to grow to its fullest potential.
To start, we are building on our
strengths.
McDonald’s is already a favorite with kids and fami-
lies. We have terrific Happy Meals and PlayPlaces...
we’re the home of Ronald McDonald...and we connect
with kids of all ages through our relationship with Disney.
We are building on this special bond with our Mighty
Kids Meal, the perfect transition meal for youngsters
between the ages of eight and 10. The Mighty Kids Meal
satisfies their growing appetites with larger entrées,
such as double cheeseburgers or six-piece Chicken
McNuggets, along with a small
fry and drink, while still providing
great Happy Meal toys.
We also are reinforcing our
powerful relationship with kids
by appealing to their sense of
fun. Notably, we are enhancing
the play areas in a number of
our restaurants around the world
by adding interactive electronic
game centers, such as
Kidzpace.
McDonald’s is also top of
mind when customers want a
hand-held meal on the run.
So, we are making a visit to
McDonald’s more convenient
by speeding up service and
improving the quality of the over-
all experience. (See story on
page 21.)
In addition, we are creating
new sales and profit generators
by increasing the variety we
offer. While we are often the
first place customers think of
when they have a craving for great-tasting hamburgers
and fries, we’re not always top of mind when they have
a taste for something different. So, we have made it a
priority to gain recognition as a place for variety, as
well as value.
Customers in the U.S. now have more choices, includ-
ing Fruit ’N Yogurt Parfaits, McSalad Shakers and
Breakfast Bagel sandwiches, as well as traditional favor-
ites, such as Big Mac and Quarter Pounder sandwiches.
In several European markets, we offer large beef
sandwiches, similar to France’s popular, promotional,
premium Le 280. And customers in the U.K. and Belgium
are giving a thumbs up to our new McChicken
Premiere sandwich—a tasty chicken breast patty, leaf
lettuce, salsa and sour cream on a focaccia bun.
In many Asian markets, where customers prefer
chicken to beef, we offer an array of chicken products—
including Chicken McCrispy, Spicy McWings and the
Spicy Chicken Filet Burger—designed to appeal to
local tastes. In addition, we are exploring ways to add
value and variety to our menus throughout Asia with new
fish, pork and rice products.
We also are mixing it up a bit and offering customers
ongoing food news with our New Tastes Menu in
Australia, Canada, Hong Kong, Taiwan and the U.S. This
rotating menu allows markets to select and showcase lim-
ited-time taste offerings from a wide variety of breakfast,
entrée and dessert pleasers. For example, the Outback
Omelette McMuffin—a pepper and onion omelet
served on a toasted English muffin with bacon, cheese
and a tangy BBQ sauce—is a popular choice among
customers Down Under.
In addition, we are exploring ways to increase variety
by giving customers more flexibility with our Menú a
Tu Pinta, which is available throughout Chile, and our
McPick Value Meal menu, which is in a small market
test in the U.S. These menus allow customers to create
their own value meal by selecting one of several entrées
and two side items from seven choices, which include
side McSalad Shakers, hot apple pies, French fries and
soft drinks. And for those who prefer to dine a la carte,
we are testing value menus that highlight products, such
as cheeseburgers, McChicken sandwiches and soft
serve cones, that are available everyday for $1 or less.
Currently, such menus are available in more than 4,000
McDonald’s restaurants across the U.S.
Looking forward, we will continue to stir the pot
and cook up new and different ways to give customers
around the world compelling kinds of tastes, variety,
values and experiences that will make them choose
McDonald’s again and again.
MAGNIFIQUE!
We are attracting meat lovers in
France with a new, beefy taste and
appetite pleaser.. .Le 280. True to
its name, this delicious, promotional
sandwich weighs a total of 280
grams and has a distinct flavor
profile. Nearly one-third pound
of pure beef is first seasoned and
grilled to perfection, then topped
with cheese, tomatoes, lettuce and
béarnaise sauce–all served on a
toasted, home-style Ciabatta bun.
An instant success in France,
similar premium sandwiches are
now available as promotional
items in other European markets.
The restaurant industry’s share of
U.S. food dollars has grown from
25% in 1955 to 46% today...and it is
expected to grow to 53% by 2010.
National Restaurant Association
10
WHAT DO YOU HAVE A TASTE FOR?