Food Business News - February 2, 2021 - 9

Doubling down on digital among
McDonald's strategic priorities

McDonald's plans to
improve its chicken
sandwich offerings
globally.

MCDONALD'S

MCDONALD'S

CHICAGO - Maximizing marketing, committing to the core menu, and doubling
down on digital, delivery and drive-thru
are the key pillars of McDonald's growth
strategy in the year ahead. Christopher J.
Kempczinski, president and chief executive officer of McDonald's Corp., laid out
the fast-food company's priorities during
a Jan. 28 conference call.
" Our significant marketing investment remains a true growth driver, " he
said. " We're improving creative effectiveness and leaning into social and digital
to drive customer engagement. Teams
remain focused on the right balance of
sales activation with brand building as
we work to optimize marketing returns. "
The core menu items represent
roughly 70% of food sales across McDonald's top markets, driving growth
and profitability even during a challenging year, Mr. Kempczinski said. Last
year, the company introduced a bakery
line in the United States, and it plans to
improve its chicken sandwich offerings
globally, he said.
" What's important is that our approach to our menu is thoughtful and judicious, " he said. " We've seen significant
benefits with our streamlined menus
and reduced complexity. New items must
earn their place on the menu. "
McDonald's investments in digital, delivery and drive-thru were the
" difference maker " during the pandemic
and are central to the company's efforts
to create a faster, easier and better

February 2, 2021

customer experience, he said. Digital
sales exceeded $10 billion, or nearly 20%
of systemwide sales, in 2020 across the
top six markets.
" We're moving aggressively to bring
My McDonald's with mobile ordering,
payment, delivery, rewards and fun
promotions like digital calendars to
our customers as soon as possible, " Mr.
Kempczinski said. " We're on track to
have elements of My McDonald's across
our top six markets by the end of 2021,
featuring loyalty programs in several of
those markets, including a US loyalty
launch later in 2021. "
Over the past four years, McDonald's
has expanded the number of restaurants
offering delivery to nearly 30,000, he
added. To improve drive-thru service
times, the company has invested in staffing, positioning and order assembly.
" While each pillar will further
extend our leadership, what's especially powerful is the exponential impact
when all three pillars come together, "
Mr. Kempczinski said. " Famous orders
platform in the US is a prime example. In
the fourth quarter, we featured favorite
menu items of Latin music icon J Balvin
and classic holiday characters, including Santa Claus and the Grinch. With
exclusive deals on our app, customers
rediscovered iconic core menu items like
Big Macs and Egg McMuffins and tried
new items like cinnamon rolls. "
The past year was among the most
difficult McDonald's has seen, he said,

referring to the pandemic, economic
downturn and societal challenges that
occurred. Results for the quarter and
year reflected sales declines in international markets as a result of COVID-19
resurgences and government restrictions
that were partly offset by a stronger operating performance in the US market due
to higher sales-driven restaurant margins. The company also recorded higher
selling, general and administrative
expenses, higher restaurant closing costs
and lower gains on sales of restaurant
businesses.
McDonald's net income for the full
year ended Dec. 31, 2020, totaled $4.73
billion, equal to $6.31 per share on the
common stock, down 21% from $6.03
billion, or $7.88, the year before. Revenues for the year tumbled 10% to $19.21
billion from $21.36 billion the prior year.
Fourth-quarter income was $1.38
billion, equal to $1.84 per share, declining 12% from $1.57 billion, or $2.08, in
the prior-year quarter. Quarterly revenues slid 2% to $5.31 billion from $5.43
billion in the year-ago period.
Global comparable sales declined
7.7% for the year and 1.3% for the fourth
quarter.
" While there were challenges across
markets, some of our larger markets
achieved positive comp sales for the
full year, including the US, Japan and
Australia, and that was on top of strong
momentum coming into 2020, " Mr.
Kempczinski said.
Comparable sales in the US market
increased 5.5% for the fourth quarter,
driven by growth across all major dayparts, said Kevin M. Ozan, executive vice
president and chief financial officer.
" Dinner continued to be our leading
daypart with strong sales of core items as
customers keep coming back for familiar
favorites, " Mr. Ozan said.
Value deals and the limited return
of the McRib sandwich contributed to
momentum, he added.
" In the US, sales comps continue
to be strong and are expected to be up
high single digits with continued growth
across all dayparts and assisted by consumers receiving government stimulus
checks, " Mr. Ozan said. FBN
Food Business News

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Food Business News - February 2, 2021

Table of Contents for the Digital Edition of Food Business News - February 2, 2021

Food Business News - February 2, 2021 - 1
Food Business News - February 2, 2021 - 1
Food Business News - February 2, 2021 - 2
Food Business News - February 2, 2021 - 3
Food Business News - February 2, 2021 - 4
Food Business News - February 2, 2021 - 5
Food Business News - February 2, 2021 - 6
Food Business News - February 2, 2021 - 7
Food Business News - February 2, 2021 - 8
Food Business News - February 2, 2021 - 9
Food Business News - February 2, 2021 - 10
Food Business News - February 2, 2021 - 11
Food Business News - February 2, 2021 - 12
Food Business News - February 2, 2021 - 13
Food Business News - February 2, 2021 - 14
Food Business News - February 2, 2021 - 15
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Food Business News - February 2, 2021 - 18
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Food Business News - February 2, 2021 - 56
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