McDonald’s Corp. to Reinvent


OAK BROOK, Ill. — McDonald’s Corp. has released its second quarter results, and with relatively flat global sales and consolidated operating income, among other setbacks, the company is set to reassess and reboot.

“To reignite momentum over the next 18 months, we’re focused on fortifying the foundational elements of our business by concentrating our efforts on compelling value, marketing and operations excellence to become a more relevant and trusted brand,” said Don Thompson, the Oak Brook, Ill.-based chain’s president and CEO.

He added: “Full year 2014 global comparable sales are expected to be relatively similar to year-to-date June performance, with July global comparable sales expected to be negative. While near-term results are expected to remain muted, sizable growth opportunities remain, and we are committed to pursuing these opportunities through continuous improvement in everything we do — from the food we serve, to our engagement with our customers, to the management of our financial resources.”

In the coming months, the brand executives will focus on service excellence, enhanced marketing and value, core menu options (such as the Big Mac, Egg McMuffin and fries, according to Bloomberg Businessweek) and breakfast daypart initiatives.

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