McDonalds 2002 Annual Report Download - page 8

W
e have a
powerful
presence in
New Zealand,
a country with 3.9 million
people and 150 McDonald’s
restaurants. Due to the size
of the population, opportuni-
ties to profitably
add restaurants
are limited. Nev-
ertheless, the de-
sire to continue
to grow sales and
profits remains strong.
Two years ago,
Company employees and
owner/operators embarked
on an ambitious campaign
to give McDonald’s New
Zealand a fresh, sophisti-
cated image. We wanted
to create a new McDonald’s
for the new millennium, and
we’ve done just that!
A combination of
rebuilds, renovations and
reimaging has given the
business the fresh edge we
had been seeking, and with
it came impressive increases
in comparable sales and
improved profitability in New
Zealand.
We created a new, hip
mood by replacing fluores-
cent lights and plastic seat-
ing with ambient lighting
and sleek wood paneling. In
some cases, a McCafé—a
McDonald’s coffee concept
with a distinct adult appeal—
has been incorporated into
the revitalized restaurant’s
design. At the McCafé, cus-
tomers can enjoy steaming
cups of premium and spe-
cialty coffees, along with
a variety of pastries and
Panini and croissant sand-
wiches. Some customers
even like to mix it up a bit,
as evidenced by a sighting
of a customer with two Big
Mac sandwiches and a latte
on his tray.
But don’t let the focus
on sophistication fool you.
McDonald’s always will be
a special place
for kids. Nearly
all of our restau-
rants in New
Zealand have
PlayPlaces,
many of which have been
updated along with the rest
of the restaurant. Our broad
appeal is best illustrated by
the moms who now make
McDonald’s a regular meet-
ing place. They can relax
and enjoy coffee, pastries
and conversation at the
McCafé while their little
ones frolic in the PlayPlace.
The eastern coastline of New
Zealand’s picturesque South
Island.
right Lunchtime at the Merivale
McDonald’s restaurant in
Christchurch, New Zealand.
6
rebuilds, renovations
and reimaging have given
our business in New
Zealand a fresh edge
New Zealand
IT’S NOON, and students
from St. Andrew’s College
are enjoying a lunch of
Big Mac sandwiches and
World Famous Fries at
our Merivale restaurant in
Christchurch. Adjoining
the restaurant is a fabulous
McCafé, which was added
when the restaurant was
remodeled two years ago.
Here, the crew serves up
frothy cappuccinos and
tasty Panini sandwiches.
With the restaurant’s
updated, welcoming envi-
ronment and the new
McCafé, people of all ages
consider this McDonald’s
very cool.