The name of the game with any business is to typically maintain current customers while adding new customers to the mix.
While this was the aim for years with McDonald’s, the fast-food chain has refocused its efforts, and it’s paying off. Rather than trying to rein in new customers, it renewed its efforts to connect with its core customers by providing new offerings like all-day breakfast, $1 drinks and new Big Mac sizes. McDonald’s is also planning to test out a variety of new offerings this coming year, including a possible delivery service, mobile ordering and payment options, automated cashiers, and improved food quality.
In the first quarter of this year, McDonald’s saw a 4 percent increase globally and a 1.7 percent increase in the U.S. for same-store sales. It also saw $1.21 billion in earnings up from last year’s $1.12 billion Q1, and its shares rose 5 percent to $141 this past Tuesday.