A rush for kale, egg McMuffins and $1 McCafe coffee: McDonald’s announces menus overhaul

The McDonald’s Golden Arches are shown Thursday, July 11, 2013 in Chicago. The landmark restaurant in Chicago is closing after 60 years in business. (AP Photo/Charles Rex Arbogast) A new corporate strategy hatched by…

A rush for kale, egg McMuffins and $1 McCafe coffee: McDonald's announces menus overhaul

The McDonald’s Golden Arches are shown Thursday, July 11, 2013 in Chicago. The landmark restaurant in Chicago is closing after 60 years in business. (AP Photo/Charles Rex Arbogast)

A new corporate strategy hatched by McDonald’s has been revealed: fry more humble menu items. As part of its controversial overhaul, the fast-food giant has added kale to its rotisserie chicken menu.

The menu update, which launches on 1 July and will come gradually over the next year, will bring fresh salads and popular breakfast items like Egg McMuffins and breakfast sandwiches on par with their lunch and dinner counterparts, according to McDonald’s USA president Michael Andres.

The complete overhaul of McDonald’s US restaurant plan, called “Our Story: Why People Love McDonald’s”, was scheduled to be released to the public Friday, but was leaked Monday in a presentation distributed to franchisees and obtained by Business Insider.

McDonald’s spokeswoman Terri Hickey said the first wave of the changes would include expanded breakfast and limited-time promotions like a 2017 Monopoly promotion. She said the menu updates were presented to franchisees this week.

“The primary change that you’ll see the most at the system level is more evolutionary as opposed to revolutionary, and that’s because for decades we’ve made changes in response to the same set of market factors,” Hickey said.

This graphic shows how new menu items could be tested at different stores.

McDonald’s added strawberries and blueberries to its breakfast menu in 2007, and a Unicorn Frappuccino that same year, and it recently added kale to the sautéed chicken for about 10 weeks.

The beleaguered company is trying to improve on sluggish sales by challenging its customers to think differently about the brand’s classic menu items.

McDonald’s went public on Monday, after a long PR effort that has sought to shape the company’s image and, in the end, deflect accusations that it’s a fast-food outlet which tries to treat its workers with dignity by offering meal discounts and other perks.

Hickey said that franchisees had some input in the menu updates, but did not detail how those comments were incorporated into the plans.

“They should expect to see a more consistent and more evolved menu over time,” she said.

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