Harnessing competitive advantages and investing in innovations
Despite having a long-time rivalry, fast-food chain Burger King recently appealed to its customers in the UK to order from McDonald’s. This heart change is winning the Internet as they never thought they would be saying this either. The reason behind this soft nature was to encourage customers to support restaurants employing thousands of staff at the moment. Moreover, to tackle the crisis due to the pandemic, McDonald’s Corporation came up with a new growth strategy; Accelerating the Arches.
Accelerating the Arches encompasses all aspects of the Company’s business as the leading global omnichannel restaurant brand.
A renewed purpose to drive greater impact
The strategy focuses on a refreshed purpose to feed and foster the communities McDonald’s and its franchisees serve around the world, the updated values that guide actions and behaviors, and growth pillars that build on the company’s competitive advantages.
The growth pillars rooted in the Company’s identity has helped MCD build historic strength and opportunity will now animate itself further in the following ways:
- Maximize Marketing. McDonald’s plans to invest in new, culturally relevant approaches to effectively communicate the story of the brand, food, and purpose.
- Commit to the Core. MCD commits to tap into customer demand for the familiar and focusing on serving delicious burgers, chicken, and coffee.
- Double Down on the 3 D’s (Digital, Delivery, and Drive-Thru). The Company aims to leverage competitive strengths and build a powerful digital experience growth engine that provides a fast, easy experience for our customers.
McDonald’s has seen how customer behaviors have been changed at an unprecedented pace over the last several months. The Company plans to use it as an opportunity to serve something special to write the next great chapter of McDonald’s.
Through both actions and communications, McDonald’s wants to make an even greater impact by focusing on four areas that matter most to communities:
- Responsibly sourcing quality ingredients.
- Driving climate action to protect the planet.
- Connecting with communities in times of need.
- Increasing focus on equity by providing an opportunity for restaurant crew.
The planetary trend to go fully sustainable, McDonald’s aims to translate purpose into action through:
- Support for farming communities.
- The goal of sourcing 100% of guest packaging from renewable, recycled, or certified sources by 2025.
- Donating millions of pounds of quality food from our supply chain and restaurants to neighbors in need in 2020.
- Reducing barriers to employment for over 2 million people worldwide.
