McDonald's Caters to Regional Tastes

Regionally tailored menus are a move away from traditional, one-size-fits-all approach.

November 04, 2014

NEW YORK – Following up on its disappointing third quarter results, which were down by 30%, McDonald’s has announced a new approach that includes an increased regional focus. The company, which for years has succeeded with a "one size fits all" approach, will begin breaking the country into four zones (instead of its old three) to better respond to the individual tastes of customers in different parts of the country.

“When we look at what has made McDonald’s a strong brand, it's consistency, convenience, affordability and strong fast service,” Darren Tristano, with food-research firm Technomic, recently told NPR’s Marketplace program.

With today’s diners — especially the all-important Millennial demographic — increasingly interested in customization, McDonald’s is finding that one size no longer fits everybody.

The increased regional push may be a small step for McDonald’s, but it’s symbolic of the way that the chain will need to decentralize to regain its fast-food supremacy — and a sign that bigger changes may be coming.

“The marketplace today is increasingly dynamic and diverse,” Mike Andres, McDonald’s USA President said in a statement. “These changes will enable us to better leverage and support our local market management structure so that we are more nimble in response to and anticipation of the local customer needs and market conditions in a relevant and timely way.”

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