McDonald’s to Focus on Tech, Breakfast in 2020

The chain’s global comparable sales growth in 2019 was the highest it has seen in more than a decade.

February 03, 2020

ALEXANDRIA, Va.—As McDonald’s looks ahead in 2020, the fast food chain is honing in on two areas of focus: breakfast and technology, according to Reuters. It also announced recently that global comparable sales growth in 2019 was the highest in more than a decade.

McDonald’s locations that were open more than 13 months in the U.S. saw a 5.1% rise in sales last quarter. That’s higher than the 4.67% estimated increase. But the number of customers fell 1.9% in the same span.

“Returning to guest count growth in the U.S. remains our top priority,” Chief Financial Officer Kevin Ozan said in a post-earnings conference call.

NACS Daily reported recently about McDonald’s reliance on technology to lure new customers, including the use of artificial intelligence and voice recognition software. In March 2019, McDonald’s spent more than $300 million to buy Dynamic Yield to develop these tools. New kiosks, digital displays and delivery partners have infiltrated stores over the past few years.

But “breakfast remains the area of focus to further improve U.S. traffic,” Guggenheim analyst Matthew DiFrisco stated. In the U.S., nearly 70% of 14,000 stores have finished upgrading to modern counters and dining spaces. The chain plans to open 1,400 new restaurants around the globe in 2020.

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