In this file:


·         McDonald's is shrinking its All Day Breakfast menu

·         McDonald's Meets 2020 Health Goals in the U.S.

·         McDonald's in Austria will double as mini U.S. embassies for tourists in need of help

·         McDonald’s allowing franchisees to pick all-day breakfast menu items




McDonald's is shrinking its All Day Breakfast menu

The company plans to let franchisees decide what items to serve after 10:30 a.m. amid a continued simplification effort.


By Jonathan Maze, Restaurant Business

May. 14, 2019


McDonald’s said on Tuesday that it plans to simplify its All Day Breakfast menu starting this fall, pulling back on the service amid continued transaction declines and growing concerns about service speed.


The Chicago-based burger giant plans to give local operators more flexibility in determining what breakfast items to continue serving after 10:30 a.m. and when to serve them. Operators must still serve All Day Breakfast, but they will be able to pick and choose what items to feature based on local market demand.


“As we sharpen our focus on reducing complexity in our restaurants and for crew, McDonald’s restaurants in the U.S. will refresh their breakfast menu on a local level to better serve customers after traditional breakfast hours,” the company said.


McDonald’s said the refresh would come “as early as July” and would be finished by the end of the third quarter this year as local restaurants determine what items to feature on the all-day menu.


The move comes amid a major effort in the company’s U.S. market to simplify operations and improve speed.


The company reported 4.5% domestic same-store sales growth, but traffic continued to decline, following a more than 2% transaction decline in 2018. Customers bought costlier items and made larger orders while paying higher prices. But they came in less often.


McDonald’s has shifted its focus instead to speed and complexity. It is cutting the Signature Crafted Recipes line of chicken sandwiches and burgers from the menu. It is also reducing the number of items on its overnight menu. And the company is adding technology in its drive-thru while pushing markets to improve service times in the window, where about 70% of the company’s business is generated...





McDonald's Meets 2020 Health Goals in the U.S.

The fast-food restaurant chain has changed the eating habits of some of its youngest customers.


Daniel B. Kline, The Motley Fool 

May 15, 2019


During its existence, McDonald's (NYSE:MCD) has had a challenging relationship with consumers when it comes to offering healthier food choices. The chain has struggled with salads, higher-quality burgers, and getting consumers to try healthier menu additions.


Where it has succeeded is in creating subtle shifts in behavior. McDonald's may not be the go-to place for a salad, but more of its customers are opting for side dishes that are better for you than french fries. And more kids (or more likely their parents) have decided against having a soda with their Happy Meal, according to new research from Keybridge, a public policy economic consulting firm.


What is McDonald's doing?


In 2013 the fast-food chain partnered with the non-profit Alliance for a Healthier Generation. Together the two companies created five lifestyle goals for McDonald's to reach by 2020. Those commitments included:


·         Offering value meal customers options instead of french fries, including yogurt, side salads, and fruit; and

·         Only promoting water, milk, and juice as drink choices with the company's Happy Meal kids meals.

·         Add a new Happy Meal fruit, vegetable, low-fat dairy or water option and promote excitement for these alternatives on the packaging for the kids' meals.

·         Dedicate one panel of Happy Meal boxes or bags to offer "a fun nutrition or children's well-being message four times annually;" and

·         Include that type of message in all of its ads aimed at kids.


McDonald's has met these goals in the U.S., according to the study. Making these changes has impacted consumer behavior.


On the Happy Meal side, 52% of customers opted for the non-soda options in 2018, up from 37% in 2013, according to a report from Nation's Restaurant News (NRN). Julie Braun, McDonald's Head of Global Nutrition, described this strategy as being "out of sight, out of mind" in an interview with NRN...


What does this mean? ...





McDonald's in Austria will double as mini U.S. embassies for tourists in need of help


Cydney Henderson, USA TODAY

May 14, 2019


American tourists will soon be able to get more than a Big Mac at McDonald's in Austria.


The U.S. Embassy in Vienna announced on Facebook that Golden Arches restaurants in Austria will serve as mini embassies for American tourists, starting Wednesday.


"American citizens traveling in Austria who find themselves in distress and without a way to contact the U.S. Embassy can enter – as of Wednesday, May 15, 2019 – any McDonald's in Austria, and staff will assist them in making contact with the U.S. Embassy for consular services," the announcement read.


Consular services include reporting a lost or stolen passport or seeking travel assistance.


The post featured a picture of United States Ambassador to Austria Trevor Traina and Isabelle Kuster, managing director of McDonald's Austria, shaking hands over the signed agreement and a cup of McCafe coffee.


In a statement to, McDonald’s spokesperson Wilhelm Baldia said the U.S. Consulate selected the fast-food company because of the "brand's great fame among Americans."


Although employees at the restaurants will not be able to issue passports, they will be trained to help U.S. citizens contact the embassy 24/7 for such services, Baldia added...





McDonald’s allowing franchisees to pick all-day breakfast menu items


By Katherine Lam, FOXBusiness

May 15, 2019


McDonald’s Opens a New Window. announced Tuesday it will be allowing U.S. locations to trim down their all-day breakfast menu options in order to decrease wait times and streamline performance.


The fast-food chain said franchisees in the U.S. by this fall could pick and choose which breakfast items they would like to offer past the 10:30 a.m. morning service period, The Wall Street Journal reported. The move would allow operators to decide which food items they would like to keep due to popular demand while dropping ones that don’t sell well.


McDonald’s said operators can't stop offering the all-day breakfast items completely.


The move is geared toward helping franchisees “streamline their operations,” although some believe the menu varying in locations across the U.S. could cause confusion among customers.


“For the consumer who moves around from Boston to L.A., they might not get that,” Robert Byrne, consumer insights’ senior manager at Technomic Inc., told The Journal.


The chain disputed the concern and said its tests to allow franchisees to curate their own all-day breakfast menu have not confused McDonald’s fans.


“This refresh follows a series of tests to improve kitchen execution and the overall experience for customers,” the company said...