|The Dead Zone |
As McDonald's loses dominance over its industry, the fast food giant has been branching out to re-assert its place at the top table.
Chief Executive Officer Steve Easterbrook has identified snacking and coffee as “underdeveloped opportunities” that could spur growth, and their cheap $1 and $2 drink specials are already hurting rivals such as Dunkin' Donuts.
New on the menu is the turtle brownie sundae, topped with hot fudge, caramel, whipped cream and salted pecans. Some restaurants are testing display cases that feature items like muffins tops, petite pastries, croissants and apple pies with lattice crusts that are baked in-store.
Although traffic in the afternoons was unchanged last year, it wasn't for lack of trying by some of the biggest names in the business. Starbucks' test of new food at about 100 stores in Chicago featured smaller dishes, such as a 130-calorie cauliflower tabbouleh salad and a protein box, while Wendy’s tried selling 50-cent Frosty desserts after lunch.
Only time will tell who cracks the case of the dead zone first, but there will surely prove to be a huge reward for whoever does.
If you have a say in a fast food restaurant's point of sale system, consider Sintel Systems. You can boost business and streamline operations by choosing a single-source and direct provider offering:
-Online ordering with mobile app
-Global gift and loyalty card network
-Merchant account services
To learn more about how Sintel Systems can help your business to grow, contact us today.