Aiming to gain leadership in burger,McDonald decided to cut down menu.

Czarina Malleta – Fourth Estate Reporter

Los Angeles, CA, United States (4E) – McDonald’s is aware that they are slipping down the slope. The famous fast food chain aims to regain their “burger leadership” by shrinking down their menus.

To change the perception that they are selling junk foods, McDonald’s plans on cutting down their menu and even getting rid of some ingredients. According to CEO Don Thompson, the plan is to regain the trust of their investors, win back their previous customers, and retain those who remained loyal to the iconic fast food chain.

The marketing and research strategy came in discussion after McDonald’s reported another monthly decline in sales not only in the U.S. but internationally. It seems like customers have become pickier when it comes to meals. Many are looking for “healthier” alternatives like Chipotle.

Once the king of fast food chains, McDonald’s wants to regain their “burger leadership” and be able to deliver according to changes of their customer’s habits.

“We are not going to re-energize this business by taking incremental steps,” said McDonald’s USA president Mike Andres.

McDonald’s is testing their planned service called “Create Your Taste” which will allow their customers to personalize their own burgers. But they would need more than that since a consumer report released last July stated that McDonald’s burgers ranked the worst in the U.S.

The company has long been criticized but acknowledged that they need to act more decisively or they will lose the battle since a lot of budget and “healthier” fast food chains are taking the lead.

“The pace of change outside of McDonald’s has become faster than per… MORE

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