McDonald’s seeks sustained UK momentum

McDonald’s UK, complete with a strong commitment to RSPCA-Assured pork, has reported its 10th consecutive year of growth.

This is against the fast food chain’s global increase in comparable sales of 6.2% and a 28% increase in operating income, both figures being for the first quarter of 2016.

“Our continued investment into what matters most for our customers and our people is paying off, with more customers being served in Q1 than ever before,” said McDonald’s UK chief executive officer, Paul Pomroy.

“Since Christmas, we have introduced even more choice to our menu, re-launching our Chicken Legend range, offering customers a Fruit Bag as part of our breakfast menu and extending the trial of our Signature Collection range of premium burgers to over 60 restaurants.

“Together with our franchisees we have now delivered 40 consecutive quarters of sales growth in the UK; 10 years of growth, fuelled by our relentless focus on our customers’ evolving expectations and investing in our people and supply chain.

“The UK may have changed over the last 10 years, but people today ultimately want the same things from us now as they did then; good quality food and increased menu variety served at affordable prices in modern, re-imaged restaurants.”

With customers’ expectations remaining high, as tastes continue to evolve, he added that the company’s continuing UK story will include further “multi-million pound” investments.

“By the end of March,” he said, “just under 400 restaurants will have been transformed, with a further 350 to be completed by the end of the year.

“In addition, following the successful trial of table service, where customers place their order via our new digital kiosks and have their food brought to them, we are accelerating its roll out across all our newly transformed restaurants and now have over 100 restaurants offering it.

“We may have reached a milestone in terms of our growth, but we will continue to build strong and sustained momentum in the UK.”

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