We strengthened our focus on the menu favourites that define the McDonald’s brand. For example, we transitioned back to the original recipe for our Egg McMuffin in the U.S., using butter instead of margarine for an even tastier sandwich. We also took steps to serve the best burger possible, toasting buns longer and changing the way we grill and sear beef to deliver hotter, juicier sandwiches.
In markets around the world, we showed customers we understand what’s important to them through initiatives tailored to local tastes – from free coffee events in Canada to a stronger emphasis on menu personalisation in Australia and the UK. What’s more, our new organisational structure has encouraged markets to share even more of their ideas with one
another. For example, Australia recently introduced its version of All Day Breakfast.