Following the example of Starbucks, McDonald's relies on these six strategies to reverse its sluggish performance.

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McDonald's began to add buffet machines in its branches.

McDonald's has gradually transformed from a fast-food chain to a leader in the catering industry. McDonald's reported this week that its U. S. business grew for the third consecutive quarter and its global business grew for the ninth consecutive quarter. Us same-store sales rose 4.1% in the third quarter, while global same-store sales rose 6%, both exceeding expectations.

McDonald's has been beset by sales growth for many years. What made this old fast-food restaurant turn around its lacklustre performance? Business Insider summarizes the following six strategies:

1. Follow the example of Starbucks

McDonald's launched its new McCafe espresso line in September, which was initially complained by many branches because of expensive equipment and long production time, but McDonald's executives said this week that they had seen a return on sales.

Chris Kempczinski, president of McDonald's USA, said: "drinking coffee is a $30 million business in the United States. This is a high-profit area, but we don't have enough market share. " Coffee drinks attract occasional customers to come more often and boost breakfast menu sales.

two。 Classic products use better raw materials

McDonald's has introduced a series of new options for using higher-quality raw materials, which can also be sold at a higher price. New sandwiches such as avocado sauce, hand-roasted chicken and crispy fried chicken are popular, and hamburgers made from fresh beef have also boosted sales, company executives said.

3. The new value menu replaces the $1 menu.

McDonald's suffered a severe setback when it cancelled its $1 menu in 2014. In 2016, the McPick 2 menu was launched, with $5 for two foods, plus $1 for drinks and $2 for espresso, winning back price-conscious customers.

McDonald's announced this week that it will launch a new menu in 2018, focusing on prices of $1, $2 and $3.

4. Digitization

In addition to McPick 2, McDonald's has also designed specific online / mobile promotions for customers who are looking for low prices. McDonald's said that by the end of 2017, all stores in the United States will be able to order and pay for food by mobile phone.

5. Transform the interior design of the restaurant

At present, 13% of McDonald's restaurants in the United States have been renovated to present the theme of "experience the future", adding a buffet machine on the one hand and allowing waiters to order at the table on the other. "We are continuing to improve the internal environment of the restaurant so that customers can experience more personalized service," Easterbrook said. "

6. Room service

McDonald's has also partnered with Uber to deliver food through UberEATS at all 5,000 restaurants by the end of this year. The company's executives said that the food delivery service has attracted more young urban consumers, and that "the opportunity is just beginning." ◇