Due to the massive outrage following Supersize Me and other health-focused dietary documentaries, McDonald’s completed a major overhaul of its menu during the last decade. Deep fried items took a backseat to light and simple meals, with salads and fruit bags replacing French fries and cookies in many children’s meals.
Despite its efforts to improve the nutritional value of its meals, however, it seems that most of McDonald’s customers are opting for its classic menu. Data from the company’s United States operations indicate that its salads – one of several menu items introduced to improve nutrition – make up just 2-3 percent of all sales.
The change in McDonald’s menu was followed by a significant marketing push to encourage consumers to eat its salads. The fast food giant spent billions on print, television, and radio ads aimed at increasing salad sales. The end result: a dismal increase in salad sales, with burgers and fries still beating out its healthy options.
After a variety of marketing experiments, the company appears to be changing its marketing approach to emphasize its classic menu. It has also axed several healthy meal items in favour of low-cost ‘dollar menu’ snacks, which make up 15 percent of the company’s total sales, according to the company’s recent announcements.
McDonald’s faces a variety of problems that affect its ability to roll out new menu items and experiment with alternative dishes. One of these is the franchise’s size. With over 34,000 locations around the world, McDonalds is the largest fast food company in the world, with three times as many locations as Burger King.
While sales remain strong for the chain, the lack of interest in healthy menu items has created a dilemma for McDonald’s: invest in a healthy image that doesn’t make the company any additional income, or spend its marketing dollars on core menu items that produce a profitable return?
