McDonald’s vows to win back millions of patrons

McDonald’s executives unveiled plans Wednesday for better burgers, delivery services and more digital- friendly restaurants to return to growth after the loss of “hundreds of millions” of visits by customers who drifted away as the chain fell behind on quality, value and convenience.

The fast- food giant briefly halt- ed trading Wednesday as executives laid out plans to investors to again become the top destination for hungry diners, boosting annual sales growth between 3% and 5% starting in 2019. Once it resumed, investors apparently liked what they heard: Share price rose 1.1% and closed at $ 129.05.

“To grow, we must grow guest counts,’’ CEO Steve Easterbrook said during the meeting in Chicago. “It’s as plain and simple as that.’’

The restaurant chain has introduced all- day breakfast, rolled out novelties such as a junior and jumbo- sized version of its iconic Big Mac and put more of its restaurants in the hands of franchisees. But executives noted that more needs to be done.

“We have to attract more customers, more often,” says Lucy Brady, senior vice- president for corporate strategy and business development. “We’ve lost hundreds of millions of visits from our core customers — students, teachers, construction workers.”

To win back core customers, as well as attract new ones, the global restaurant chain will ramp up convenience, the quality of its food and focus on categories such as coffee that offer opportunities for growth.

More than 3,500 McDonald’s restaurants, primarily in Asia and the Middle East, offer delivery. And with 75% of the population in markets such as the U. S. living within 3 miles of a McDonald’s restaurant, the company is looking at expanding delivery options.

GENE J. PUSKAR, AP McDonald’s says upgrades will be in place at 2,500 of its eateries by the end of this year.