McDonald's Corp. believes the company experienced a delay in advancing its menu in 2012. The fast food company does not want this to occur in 2013.
"McDonald's missed out on a product launch early in 2012 after a poor screening from its consumer base, and wasn't able to really get the ball rolling until a new line of beef sandwiches hit the market in the fourth quarter," Baking Business said.
According to Baking Business, Don Thompson, president and chief executive officer explained that consumer will see a variety of new beverages added to the McDonald's menu. "You will see beverages talked about again. We've got tremendous iced blended beverages. After April, we can talk about iced blended beverages. So it's those kinds of things that we have to stay on top of. Breakfast innovation: We have a good share of breakfast around the U.S. We just have to go back, and we've got some products that will come out that will help us in that regard as well," Thompson said.
Mr. Thompson reassured consumers; popular menu items will not be removed. The fast food company is also trying to offer customers healthier foods. Thompson said over the past few years the company has tried to reduce some of the sodium content in their food.
The fast food company recently added Fish McBites to the restaurant's menu but consumers are not buying them. According to Forbes, the new menu option failed to increase the company's sales. Forbes went on to explain that the fast food chain failed to incorporate "emotional engagement", into the company's advertising plan for the new menu option.
McDonald's also announced the company's plan to offer customers a yolk-free version of the classic Egg McMuffin sandwich. The sandwich will be called the "Egg White Delight", and will contain less than 300 calories.
According to Business Insider, the fast food chain is re-emphasizing its Dollar Menu, "The chain is shifting ad dollars to products for $1 and introducing new items to what's been a relatively staid assortment, including the two-patty McDouble, a fried chicken sandwich, yogurt parfait and side salad," Business Insider reported.
The fast food chain is hoping the release of the Egg White Delight will help increase its sales.
