McDonald's breakfast menu will be available all-day soon. This comes after the fast food chain has had dismal sales in the past years.
In Food Business News' report last year, McDonald's U.S. performance has continued to be a disappointment. However, the company's executives are planning on implementing a series of changes that can help improve the business' sales.
McDonald's posted net income of $1,202.4 million for the second quarter, which ended by Jun. 30, went down 13 percent from $1,387.1 million, or $1.40 per share, in the prior-year period. Its total revenues fell by 10 percent to $6,497.7 million from $7,181.7 million the year before.
"I believe we are making the right moves to begin to stabilize the U.S. business, but there is no silver bullet," Steve Easterbrook, president and chief executive officer of McDonald's Corp., during a Jul. 23 earnings call with financial analysts, said. "No one move will turn a business that has been in decline for nearly three years. And while recovery will be bumpy, I am confident we're moving in the right direction."
It was revealed that the McDonald's breakfast menu will be available all-day in order to help stabilize the business. Some menu items will also be reduced and the company will launch a mobile app.
Currently, according to Business Insider, McDonald's sales have finally soared after experiencing years of declines. Restaurants open for at least a year increased by 5.4 percent in the U.S. in the most recent quarter.
Aside from the McDonald's breakfast menu all-day change, the improvement of customer service through wage increases and training has also been a crucial part of the company's recovery. There were lots of complaints about the company's poor customer service.
Last year, the company has invested heavily in employee wages and benefits. The average hourly wage from $9.01 was increased to $9.90 in July. It is expected to exceed $10 before the year ends.
McDonald's CEO Steve Easterbrook has revealed that the changes "have resulted in lower crew turnover and higher customer satisfaction scores... and we are gaining share relative to the [fast-food] sandwich segment."
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