Analytics Fuel McDonald's Drive for Growth

Fast food leader McDonald's is in buoyant mood, pushing a growth agenda by 'applying forensic analytics across all aspects of the business', according to CEO Steve Easterbrook.

In a recent earnings call, Easterbrook said improvements based on customer feedback were leading to increasing satisfaction scores - including 'hotter, fresher food with improved overall service experience'.

The restaurant chain has now seen 40 consecutive quarters of growth in the UK, and Easterbrook puts this success down in part to innovation. Currently, the chain is piloting a new top end 'Signature Collection', while other improvements have included the introduction of table service and of a mobile app. Last week, the company announced it is to introduce Samsung Galaxy tablets into its UK restaurants for the use of customers.

McDonald's will look to replicate UK and other national successes quickly around the world, as appropriate, helped but its new and agile segment operating structure. Australia and Canada have also been key growth markets for the firm, and Easterbrook struck a strongly positive note, concluding: 'Many critical markets are returning to growth, increasing profitability for both the company and our franchisees'.

Web site: www.mcdonalds.com .