McDonald’s pins bid to halt slide on new burgers


McDonald’s Co. (Japan) President Sarah Casanova underlined the hamburger chain’s drive to achieve growth in same-store sales in 2014 after what is shaping up to be a second consecutive year of declines in 2013.

“We will be investing more resources in menu innovation efforts,” so the chain can provide more attractive food items to achieve the goal, Casanova said at a press conference Wednesday.

McDonald’s suffered year-on-year drops of some 10 percent in same-store sales in October and November. Facing a continued decline in customers, last week it lowered its group net profit forecast for the year to ¥5 billion from ¥11.7 billion.

To fire up sales, the company plans to launch the American Vintage campaign, involving six new hamburgers developed to evoke images of a bygone America. The products will be launched next year in succession and will only be available for limited times.

The company will also bring its McWrap sandwiches into the Japanese market in August. McWraps are currently available only in Europe and the United States.

The company will provide “different products, for different customers, for different occasions” through these efforts, Casanova said, expressing her readiness to explore a new customer base.

  • I haven’t eaten a Mcburger in 20 years, but I love the bacon-egg McMuffin with a coffee and the fact that I can hang out at a store for a while, knowing they are always open. Mind you, I’m just as happy at Starbucks and they have free wifi.