McDonald’s: Menu rollouts ‘overcomplicated’ operations in 2013

McDonald’s: Menu rollouts ‘overcomplicated’ operations in 2013

McDonald’s will focus heavily on peak-hour execution, particularly with a major push to replace its back-of-the-house setup with the new “High Density Kitchen” suite of equipment.

Leaders at McDonald’s Corp. indicated during the company’s fourth-quarter earnings call that the intense pace of product introductions that “overcomplicated” its U.S. restaurants in 2013 would give way to greater focus on operational execution and more engaging marketing this year.

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