McDonald’s Launches New Growth Strategy In Ireland
McDonald’s UK & Ireland has announced an operational pilot for hand-breaded chicken across select Dublin locations from mid-October until February. Chicken is a significant growth opportunity for the business, representing a category worth nearly $130 billion (€116 billion) across McDonald’s top 10 markets. In Ireland specifically, McDonald’s believes chicken represents a significant growth opportunity for the brand, and the country’s chicken leadership, operational expertise and strong customer demand make it an ideal market to introduce hand-breaded chicken to Europe and learn how to bring it to more customers. Significant Opportunity “This is about much more than introducing a new way of preparing chicken,” said Tim Kenward, chief marketing officer, McDonald’s UK & Ireland. “We’re piloting how our restaurants can consistently deliver the taste, quality and visible care that customers increasingly expect, without adding unnecessary complexity for our teams.” Hand-breading has already proven to be a significant opportunity to upgrade taste and quality across more than 10,000 McDonald’s restaurants in Asia, where it has helped the brand become a market leader for great-tasting chicken and grow both sales and share. Building on learnings from these international markets, McDonald’s has also been piloting the concept in restaurants near the company’s headquarters in the United States, where customer feedback has been strong, with double-digit increases in chicken taste and quality scores.…
