McDonald’s is setting aside the next 18 months as a period not only to develop its normal line-up of new menu items but also to rebrand itself.
The global chain told investors it is taking the next year and a half to regroup after sales continued to slide in the recent quarter and as Chipotle seem to be leaving the group behind.
According to Bloomberg, the repositioning won’t necessarily involve the typical hallmarks of a rebrand, such as a new logo or total design overhaul, but will instead focus on reworking the basics: better value, service, marketing, and menu.
To create a dining experience McDonald’s has turned a West Coast restaurant into a “learning lab” to gather feedback about the food, environment, and other aspects of dining at the chain.
The goal is to become a “more trusted and respected brand,” said Don Thompson, McDonald’s chief executive, on Tuesday’s earnings call.
According to Infegy, a company that analyses social media, 38% of online conversations about McDonald’s over the past year have been negative.
Bloomberg said that the regroup will encompass a simplified menu, remodeled restaurants, and such modern amenities as Wi-Fi.
The company will also open more restaurants and expand its digital efforts. Core products, such as the Big Mac, Egg McMuffin, and fries—three items that account for about 40% of sales—will be at the center of the food efforts.
It said to expect menu additions to be focused around “premium” beef and chicken items, breakfast food, and coffee and blended ice drinks.
