Ben Bold
May 6, 2015

McDonald's to restructure global business in bid to reconnect

Steve Easterbrook, McDonald's newly-appointed chief executive officer, has said he wants to restructure and overhaul the business and will not "shy away from the urgent need to reset" the group.

Steve Easterbrook: Wants to 'reset' the business
Steve Easterbrook: Wants to 'reset' the business

Easterbrook, who succeeded the former group chief executive Don Thompsonon 1 March, admitted that the fast food chain’s performance has been poor, that it was "not on our game" and highlighted his intention to "shape McDonald’s future as a modern, progressive burger company".

Easterbrook fronted a webcast published on McDonald’s website, in which he explained where McDonald’s is currently at and where he intends to take it.

He said the group had lost many of its connections with customers and was under greater threat from more customer-centric rival food chains. He said in the past five years the "world has moved faster outside the business than inside".

Easterbrook insisted that McDonald's needs to become more digitally engaged with customers and prospective customers and must embrace more sophisticated ways of viewing consumers.

He said: "We’d like less simple talk of millennials as though they are one simple group with shared attitudes.

"The numbers don’t lie. I will not shy away from the urgent need to reset this business."

The group said it would focus on its most lucrative markets, predominantly the US, but also countries including the UK, Australia, France and Canada as well as fast-growing markets such as China.

This article originally appeared on Marketing UK

Source:
Brand Republic
Tags

Related Articles

Just Published

46 minutes ago

OOH Danone campaign in Indonesia reads weather patterns

When temperatures soared, the ad would remind commuters to stay hydrated.

1 hour ago

New branding revealed for Heineken’s ‘whisky-infused...

The new beer blend was launched in Cambodia with the help of Elmwood Singapore behind the brand’s visual identity.

1 hour ago

Women to Watch 2022: Emily Belton, BCW

Humble, hungry and one of the hardest-working women in the room, Belton is known to be a caring leader to drive brilliant business results.

2 hours ago

Google enters DOOH space: What does this mean for ...

Not content with being a leading player in the online advertising market, Google has announced they are entering the OOH market too. But is this a welcome move by the tech giant?