We never thought we'd see the day that McDonald's localized its menus. But because of its plunging sales this year — which could be partly attributed to falling out of favor with millennials — the fast food giant has decided to make some major changes.
Not only has it created a new transparency campaign that explains how they make their food, McDonald's has also announced that, starting in January, regional groups of franchisees will offer more localized versions of the core menu and personalized meals.
So far, as reported by Bloomberg, the regional menu items McDonald's offers are: chorizo burritos in Texas, Hawaii, and the Midwest, mozzarella sticks in New York, New Jersey, and Connecticut, and the cheddar bacon onion burger in New York.
Bloomberg has more:
The idea is for franchisees to select items from McDonald's vast global innovation pipeline and then tweak them to "address the unique needs, taste, and diversity of the local customers," [McDonald's Chief Executive Don Thompson] said. This has been going on for some time—take the taro pie in Hawaii, for instance—but it will be a greater part of the chain's strategy moving forward. Beyond localizing menus, McDonald's also plans to gradually allow customers to customize items as part of a program it calls "Create Your Taste." The restaurant is testing build-your-own burgers at a few locations in California and in overseas markets like Australia, with three more markets to be added next year.
The chain, which is known for churning out hot meals at a head-spinning pace, has to figure out how to keep up the same pace with customized meals — so as not to push away its current customers as it attempts to gain new ones.
McDonald's has a long way to go if it wants to attract millennials, but this seems like a step in the right direction.
What do you think of the changes McDonald's has made over the past year?