McDonald's admits customers aren't lovin' salads
With its healthier options falling flat, the fast-food giant says it'll look for growth in burgers and chicken sandwiches.
McDonald's (MCD) is learning that salads might assuage critics of its food, but the leafy greens aren't necessarily winning over customers.
On Wednesday, the company admitted that its line of salads is contributing only 2% to 3% of U.S. restaurant sales, Bloomberg reports. The Dollar Menu, on the other hand, provides as much as 14% of sales, chief executive Don Thompson said at a conference.
The fast-food chain might be near throwing in the towel when it comes to promoting salads, Thompson hinted. "I don't see salads as being a major growth driver in the near future," he said.
Instead, McDonald's may promote its hamburgers and chicken sandwiches in ads, he noted. The restaurant chain has other ways to get customers to eat their veggies, such as new wraps that include tomato and lettuce.
The disclosure about the lack of love for McDonald's salads comes as the company is struggling with its menu, aiming to slim down its offering of 145 items, as MSN Money reported earlier this month.
The fast-food king has already said it's getting rid of a few items, including its fruit and walnut salads. But other dishes may also soon get ditched, including the McSkillet Burrito and the Caesar salads, according to a franchisee email obtained by Bloomberg News.
The first tossed salads joined McDonald's lineup in 1987, and the company later added more such offerings such as its Caesar salad. But some of those also came under scrutiny. ABC News found that at least one of the leafy offerings included more fat than a Big Mac and fries.
For consumers, nutrition might be beside the point. After all, most Americans turn to McDonald's for a burger fix, not to load up on their veggies.
Follow Aimee Picchi on Twitter at @aimeepicchi.
I ate at Mcdonalds recently and I had a fish filet and some fires and a lemonade. SHEER HEAVEN!
Leave McDonalds and other fast-food alone.....you don't want it ...don't eat there!!!! DUH!!!!!
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