[ad_1]
McDonald’s Friday has announced several updates to its Accelerating the Arches strategy, first announced in late 2020, to guide the company through growth opportunities. Called Accelerating the Arches 2.0, the project is designed around three pillars (MCD) that include maximizing marketing, working to the core, and doubling the 4 D’s (delivery, digital, drive-thru, and development). .
In the release, McDonald’s plans to build on the marketing successes of the past few years, which were largely fueled by its famous ordering campaign.
“Culturally relevant campaigns drive growth and elevate the brand as a whole. We will find new ways to do this,” the company said.
We will also continue to focus on core menu items such as Big Macs, French fries and McNuggets. The company said chicken will continue to be a growth driver and improve burgers and other traditional offerings. In particular, much of the company’s famed ordering success can be attributed to its ability to create topical news without adding new menu items or complications to the kitchen. included bacon, french fries, medium sprites, and a quarter pounder with barbecue sauce.
The company’s first Accelerating the Arches focused on the 3 D’s: digital, delivery and drive-thru. These channels experienced strong growth during the pandemic. Digital sales now account for more than 30% of his system-wide sales in the chain’s top six markets, so they remain a priority area. This effort also includes a loyalty program that will be launched for the first time in 2021. The program has since expanded to over 50 markets and in the US he has over 25 active users.
“We are creating a more personalized and convenient experience for our customers when ordering digitally, providing them with relevant offers, making them feel connected to McDonald’s, and increasing visits and engagement. ,” the company said.
Also, as part of Accelerating the Arches 2.0, McDonald’s is adding four D’s for development. The company said it plans to accelerate the pace of restaurant openings to meet rising demand and sees opportunities in many of its key markets. The company also hints that more concepts can be tested, such as the recently unveiled pre-order restaurant in Fort Worth, Texas.
Finally, the company announced that it will accelerate this latest effort through an initiative called “Accelerating the Organization” to “solve customer and employee problems and scale innovation faster than ever before.”
Evaluated role
In a message to McDonald’s employees, Kempczynski said the company is performing at a high level but “can do better”. plans to break down what he calls segments and market silos. He said the company is suspending or deprioritizing some initiatives in an effort to become faster and more efficient. This means that some roles and staffing levels are evaluated.
“This will allow us to move faster as an organization while reducing global costs and freeing up resources to invest in growth,” Kempczinski wrote in a message. As we assess roles and staffing levels in parts of the organization, and face difficult debates and decisions, we look to strategy and values to guide how we reach those decisions. , we support all members of the affected companies.”
In an interview with The Wall Street Journal, Kempzynski confirmed that “several” jobs that currently exist will be reorganized or cut altogether. It is scheduled to be dropped by the date.
Kempczinski also announced new executive appointments effective February 1. This includes promotion to Morgan Flatley executive his vice his president, global chief marketing officer and new business his venture. Promote Skye Anderson to President of Global Business Services. This is a new unit that will oversee the finance and global human resources functions, with the expectation that it will eventually also include marketing, development, supply chain, and technology. Andrew Gregory has been appointed Senior Vice President of Global Franchise and Development. In addition, Spero Droulias was appointed Senior Vice President and Chief of His Transformation His Officer.
Contact Alicia Kelso: [email protected]
[ad_2]
Source link
