Change may be coming to a McDonald's near you.The storied fast food chain is seeking to reinvent itself in light of declining sales worldwide.It wants to be seen as a modern,progressive burger chain,in line with such peers as its former subsidiary Chipotle's,Burger King and Wendy's.Table service is being introduced in Germany.Other updates being tried are customised burgers;less antibiotics in chicken;digital ordering kiosks;and all-day breakfast food.
CEO Steve Easterbrook was brought on to spearhead the new direction,replacing Don Thompson as of 1 March.He will be focusing on turnarounds in the US,Germany,Australia and Japan.Easterbrook,who is British,had been chief brand officer before assuming his new position.Earlier in his career,he had been a McDonald's manager in London before leaving the firm to lead British casual dining chains PizzaExpress and Wagamama.Mr.Easterbrook returned to McDonald's in 2013 as head of UK and Northern Europe,and was credited with an uptick in UK sales.
McDonald's shares closed at 97.83 in New York on Monday,up 0.90%.*
McDonald's (MCD)
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