Food Business News - June 12, 2018 - 12

MCDONALD'S CORP.
NEW YORK - The successful embrace of
technological change while still providing consumers the experience they
demand will stand as the most important determinant of success in the food
service sector over the next five years,
said Stephen J. Easterbrook, president
and chief executive officer of McDonald's
Corp., Oak Brook, Ill.
Warning that the restaurant business is overbuilt and is poised to become
hypercompetitive in the years ahead,
Mr. Easterbrook offered insights into the
outlook during the Sanford C. Bernstein
Strategic Decisions Conference May 30 in
New York.
The observations came at the end of
the discussion and were part of a spirited
back and forth with Sara Harkavy Senatore,
a senior research analyst at Bernstein.
Ms. Senatore asked Mr. Easterbrook
to look five years in the future and identify what will be the single most disruptive
force in the industry.
Mr. Easterbrook: "We will be."
Ms. Senatore: "McDonald's. That's
a good answer. Okay, so maybe what
should your peers do?"
Mr. Easterbrook: "I wish them all
the best."
More seriously, Mr. Easterbook
said analytics and data are playing an
increasingly disruptive role in business
every day.
"I mean, the world has never moved
quicker than it is today," he said. "And you
can see the bricks-and-mortar retailers

12

Food Business News

are fighting hard to maintain their share
and/or sometimes to survive. I think the
restaurant industry broadly is slightly
oversupplied at the moment. Whatever
growth is coming out there typically is
coming from new unit additions. That
means people are losing volumes, and that
equation never ends up in a happy place."
Structural change in the industry
inevitably will result with competitors
fighting harder and harder to prevail.
"I think trying to get that balance
right between the physical experience
and the technological relationship -
getting that balance right will ultimately
shape the winners and the losers, and it's
something that we're very focused on," he
said. "We're investing in both skill set and
capability. And also just the fundamental

Twenty million customers in the U.S. have
registered on McDonald's mobile app.

MCDONALD'S CORP.

A third of McDonald's
restaurants worldwide
offer home delivery.
MCDONALD'S CORP.

McDonald's embracing
rapid pace of change

technology platforms that we believe are
going to help us become a winner in that
fight. But I think the world will look a pretty different place in five years' time."
Mr. Easterbrook, who has been c.e.o.
of McDonald's since January 2015, has
been credited with reigniting growth
at the company. He noted the company
has enjoyed 11 consecutive quarters of
top-line growth. Many elements were
incorporated into the company's Velocity
Growth Plan aimed at enhancing the
customer experience, including the
menu and customer engagement. Layered atop the plan were what Mr. Easterbrook called "accelerators," that include
initiatives around digital, home delivery
and the modernization of McDonald's
stores around the United States.
Discussing the McDonald's mobile
app, Mr. Easterbrook said 20 million customers are registered in the United States.
"You want that monthly average
user number to keep growing, and you
also want the frequency of this to engage
with you through technology to increase," he said.
As an example, the company is
communicating about its everyday value
meal offers through the app. McDonald's
continues to experiment with ways to "get
that sweet spot" of regular engagement
with consumers, Mr. Easterbrook said.
The parley with Ms. Senatore
included considerable discussion about
home delivery and restaurant updates,
dubbed Experience of the Future.
The company has opted to use
third-party services for its home delivery, principally UberEATS. Mr. Easterbrook said partnering with such services
has allowed McDonald's to deploy home
delivery much more rapidly. Currently, a
third of McDonald's restaurants worldwide offer home delivery.
"It's been a great business because
it's been incremental," said Kevin M.
Ozan, McDonald's vice-president and
chief financial officer, who also participated in the discussion. "In general it's
about 70% of incremental business."
He noted that delivery is heaviest in
the evening, which is when the company
has excess capacity.
"So, that's a big positive from an
June 12, 2018



Table of Contents for the Digital Edition of Food Business News - June 12, 2018

http://digital.foodbusinessnews.net/sosland/fbn/2019_05_14
http://digital.foodbusinessnews.net/sosland/fbn/2019_04_30
http://digital.foodbusinessnews.net/sosland/fbn/2019_04_16
http://digital.foodbusinessnews.net/sosland/fbn/2019_04_02
http://digital.foodbusinessnews.net/sosland/fbn/2019_03_19
http://digital.foodbusinessnews.net/sosland/fbn/2019_03_05
http://digital.foodbusinessnews.net/sosland/fbn/2019_02_19
http://digital.foodbusinessnews.net/sosland/fbn/2019_02_05
http://digital.foodbusinessnews.net/sosland/fbn/2019_01_22
http://digital.foodbusinessnews.net/sosland/fbn/2019_1_8
http://digital.foodbusinessnews.net/sosland/fbn/2018_12_25
http://digital.foodbusinessnews.net/sosland/fbn/2018_12_11
http://digital.foodbusinessnews.net/sosland/fbn/2018_11_27
http://digital.foodbusinessnews.net/sosland/fbn/2018_11_13
http://digital.foodbusinessnews.net/sosland/fbn/2018_10_30
http://digital.foodbusinessnews.net/sosland/fbn/2018_10_16
http://digital.foodbusinessnews.net/sosland/fbn/2018_10_02
http://digital.foodbusinessnews.net/sosland/fbn/2018_09_18
http://digital.foodbusinessnews.net/sosland/fbn/2018_09_04
http://digital.foodbusinessnews.net/sosland/fbn/2018_08_21
http://digital.foodbusinessnews.net/sosland/fbn/2018_08_07
http://digital.foodbusinessnews.net/sosland/fbn/2018_07_24
http://digital.foodbusinessnews.net/sosland/fbn/2018_07_10
http://digital.foodbusinessnews.net/sosland/fbn/2018_06_26
http://digital.foodbusinessnews.net/sosland/fbn/2018_06_12
http://digital.foodbusinessnews.net/sosland/fbn/2018_05_29
http://digital.foodbusinessnews.net/sosland/fbn/2018_05_15
http://digital.foodbusinessnews.net/sosland/fbn/2018_05_01
http://digital.foodbusinessnews.net/sosland/fbn/2018_04_17
http://digital.foodbusinessnews.net/sosland/fbn/fbn_2018_04_03
http://digital.foodbusinessnews.net/sosland/fbn/2018_03_20
http://www.nxtbook.com/sosland/fbn/2018_03_06
http://www.nxtbook.com/sosland/fbn/2018_02_20
http://www.nxtbook.com/sosland/fbn/2018_02_06
http://www.nxtbook.com/sosland/fbn/2018_01_23
http://www.nxtbook.com/sosland/fbn/2018_01_09
http://www.nxtbook.com/sosland/fbn/2017_12_26
http://www.nxtbook.com/sosland/fbn/2017_12_12
http://www.nxtbook.com/sosland/fbn/2017_11_28
http://www.nxtbook.com/sosland/fbn/2017_11_14
http://www.nxtbook.com/sosland/fbn/2017_10_31
http://www.nxtbook.com/sosland/fbn/2017_10_17
http://www.nxtbook.com/sosland/fbn/2017_10_03
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http://www.nxtbook.com/sosland/fbn/2017_05_16
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http://www.nxtbook.com/sosland/fbn/2016_12_27
http://www.nxtbook.com/sosland/fbn/2016_12_13
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http://www.nxtbook.com/sosland/fbn/2015_02_10
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http://www.nxtbook.com/sosland/fbn/2015_01_13
http://www.nxtbook.com/sosland/fbn/2014_12_30
http://www.nxtbook.com/sosland/fbn/2014_12_16
http://www.nxtbook.com/sosland/fbn/2014_12_02
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http://www.nxtbook.com/sosland/fbn/2014_08_26
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http://www.nxtbook.com/sosland/fbn/2013_12_31
http://www.nxtbook.com/sosland/fbn/2013_12_17
http://www.nxtbook.com/sosland/fbn/2013_12_03
http://digital.foodbusinessnews.net/sosland/fbn/2013_11_19
http://digital.foodbusinessnews.net/sosland/fbn/2013_11_05
http://digital.foodbusinessnews.net/sosland/fbn/2013_10_22
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http://digital.foodbusinessnews.net/sosland/fbn/2013_09_24
http://digital.foodbusinessnews.net/sosland/fbn/2013_09_10
http://digital.foodbusinessnews.net/sosland/fbn/2013_08_27
http://digital.foodbusinessnews.net/sosland/fbn/2013_08_13
http://digital.foodbusinessnews.net/sosland/fbn/2013_07_30
http://www.nxtbook.com/sosland/fbn/2013_07_16
http://www.nxtbook.com/sosland/fbn/2013_07_02
http://www.nxtbook.com/sosland/fbn/2013_06_18
http://www.nxtbook.com/sosland/fbn/2013_06_04
http://www.nxtbook.com/sosland/fbn/2013_05_21
http://www.nxtbook.com/sosland/fbn/2013_05_07
http://www.nxtbook.com/sosland/fbn/2013_04_23
http://www.nxtbook.com/sosland/fbn/2013_04_09
http://www.nxtbook.com/sosland/fbn/2013_03_26
http://www.nxtbook.com/sosland/fbn/2013_03_12
http://www.nxtbook.com/sosland/fbn/2013_02_26
http://www.nxtbook.com/sosland/fbn/2013_02_12
http://www.nxtbook.com/sosland/fbn/2013_01_29
http://www.nxtbook.com/sosland/fbn/2013_01_15
http://www.nxtbook.com/sosland/fbn/2013_01_01
http://www.nxtbook.com/sosland/fbn/2012_12_18
http://www.nxtbook.com/sosland/fbn/2012_12_04
http://www.nxtbook.com/sosland/fbn/2012_11_20
http://www.nxtbook.com/sosland/fbn/2012_11_06
http://www.nxtbook.com/sosland/fbn/2012_10_23
http://www.nxtbook.com/sosland/fbn/2012_10_09
http://www.nxtbook.com/sosland/fbn/2012_09_25
http://www.nxtbook.com/sosland/fbn/2012_09_11
http://www.nxtbook.com/sosland/fbn/2012_08_28
http://www.nxtbook.com/sosland/fbn/2012_08_14
http://www.nxtbook.com/sosland/fbn/2012_07_31
http://www.nxtbook.com/sosland/fbn/2012_07_17
http://www.nxtbook.com/sosland/fbn/2012_07_03
http://www.nxtbook.com/sosland/fbn/2012_06_19
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http://www.nxtbook.com/sosland/fbn/2012_05_08
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http://www.nxtbook.com/sosland/fbn/2011_12_20
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http://digital.foodbusinessnews.net/sosland/fbn/2011_02_15
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http://digital.foodbusinessnews.net/sosland/fbn/2010_12_21
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http://digital.foodbusinessnews.net/sosland/fbn/2009_12_22
http://digital.foodbusinessnews.net/sosland/fbn/2009_12_08
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http://digital.foodbusinessnews.net/sosland/fbn/2009_11_10
http://digital.foodbusinessnews.net/sosland/fbn/2009_10_27
http://digital.foodbusinessnews.net/sosland/fbn/2009_10_13
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