McDonalds UK: Menu optimisation

This study from McDonald's UK, the quick-service restaurant chain, seeks to understand how a menu may be rationalised to simplify consumer choice without a negative impact on sales.

McDonalds UK: Menu optimisation

Incite Marketing Planning and McDonalds UK

In 2014 McDonald's UK came to Incite with a long list of subjects for discussion: their whole menu, in fact.

Menu rationalisation was the first stage of a wider McDonalds program...

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