McDonalds’ Salads: Dressed For Success?

16 July 2004

A fat rise in profits at McDonalds could be the result of slimmer portions.

Salads and other healthy offerings could be tempting back customers as the fast food giant predicts a 27% increase in second quarter earnings. Global sales during the same period have risen nearly 8%.

Outlets in the US, where obesity is reaching epidemic proportions, were the best performers, serving up double portions over Europe.

Although McDonalds refused to comment on the link between bigger profits and lower fat content, the company did say earlier this year that sales in Europe had improved 'significantly' since the introduction of the salad range.

On the back of this return to profitability the company is also trialling touch-screen ordering in its US, Japanese, Australian and French outlets, in a bid to cut expensive mistakes.

Data sourced from: BBC Online Business News (UK); additional content by WARC staff