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 to optimise the menu. Rationalisation sat alongside separate work streams to reduce complexity in the kitchen and also to identify future product innovations.

The objective for this particular project was to identify opportunities to optimise the daytime (ie non-breakfast) menu. However, this is no small undertaking. Including all sandwiches, drinks, desserts and others, there are around 120 items currently...

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