McDonald’s, the world’s largest restaurant chain, has stepped up new-product introductions to broaden its global customer base. While the chain was founded on burgers, fries and shakes, it continues to expand its offerings of everything from entrée salads to premium coffees as the rest of the industry watches with interest.
Dan Coudreaut, director of culinary innovation for McDonald’s USA, who joined McDonald’s three years ago, is charged with introducing new flavors to McDonald’s 13,700 U.S. restaurants. He is credited with spearheading menu items including the Fruit and Walnut Salad, the Premium Chicken Sandwich line, the Spicy Premium Chicken Sandwich, the Asian Salad, the Chicken Snack Wrap, and, most recently, the Southwest Salad.
Coudreaut sees more variety than ever coming to quick-service restaurants next year.
“We want variety that makes sense,” he says. “Our guests are expecting variety. How do we give them variety in a responsible way and still be excellent?”
McDONALD’S
HEADQUARTERS: Oak Brook, Ill.UNITS: 13,700 in the United StatesREGION: 50 statesPRICES: sandwiches, $2.70 to $3.85; snacks, $1.29 to $1.79; desserts, 95 cents to $2.90; salads, $4.29; coffees, 95 cents to $2.50; prices may vary by regionLATEST MENU ROLLOUT: Southwest Chicken Salad, $4.75, introduced as a limited-time offering in AprilBEST SELLERS: hamburgers and fries, rolled out in 1955; the Big Mac, fries and soft drink combo, which now sells for $4.90SLOWEST SELLER: undisclosed
Coudreaut delved into some specifics about how McDonald’s has increased menu variety recently and evolved far beyond its 1950s origins.
“We’re seeing adventurous palates and bold flavors, and that will get stronger,” he says.
The most recent example is the chain’s Southwest Salad, which features poblano peppers, fire-roasted corn and a cilantro-lime glaze.
“It’s not necessarily spicy, but it has a lot of flavor,” he says.
Coudreaut observes that Americans seek bolder flavors because “the world is getting smaller.”
“I’m seeing habanero and other varieties of peppers at the grocery store that weren’t there five years ago,” he says. “People are traveling more.”
Two cuisines that have influenced menu additions are Latin and Asian.
“We don’t develop products for one demographic,” he says. “They must appeal to a large population.”
That said, the aforementioned Southwest Chicken Salad has definite Latin flavors, as does the chipotle-barbecue dipping sauce for Chicken Selects.
The sesame-ginger dressing for the Asian Chicken Salad, which contains edamame, is another example of ethnic flavors that have become mainstream.
8trends for ’08
MORE VARIETY
BOLDER FLAVORS
LATIN AND ASIAN INFLUENCES
MORE SNACKING
INDULGENCE
SMALL LUXURIES
ON-THE-GO BREAKFAST FOODS
COMFORT FOODS
He also sees several trends that are related to the superbusy lifestyles that many people lead today and finding ways to meet demands for eating on the run. Providing smaller, portable snacks is one way McDonald’s and other fast-food experts responded to these customers.
“People are snacking occasionally or grazing instead of eating three square meals a day,” Coudreaut says. “The traditional meal just doesn’t happen. People are eating when they are hungry rather than at regular times.”
The Snack Wrap is McDonald’s latest answer to eating on the run.
“Our whole menu is pretty convenient,” he says. “We’re drive-thru-driven for 60 percent of our business. That’s a pretty big number.”
Coudreaut also concedes that some customers look for healthful choices. Indulgence is a countertrend to the search for healthful foods.
“People want it all,” he says, “and people want choices. You can have anything you want today on demand, such as music and movies. One day you might want an Angus burger with bacon, and another day something completely different.”
The one-third-pound Angus burgers now in test in California are an example of the craving for indulgent foods. Coudreaut says that test is “wildly successful,” but he does not know if it will be expanded or ever become systemwide.
A related trend is one Coudreaut calls the “democratization of luxury,” illustrated by McDonald’s premium coffees, both hot and iced. He hints that McDonald’s has more beverage innovations in the works but will not elaborate.
On-the-go breakfast foods are another direction that McDonald’s is taking, with the most recent example being Cinnamon Melts.
In contrast to the adventurous-palate trend is the continuing popularity of familiar or comfort foods.
“Our core menu also is doing very well—burgers and fries, our icon products,” Coudreaut says.
Breads are taking more of an artisan twist, such as McDonald’s honey-wheat roll for its chicken sandwich.
Regarding general industry trends, he says people are taking more risks with food choices and getting out of their comfort zones.
“We should be pushing the envelope,” he says.
McDonald’s buys locally whenever possible, Coudreaut says, but it’s difficult to support the huge number of restaurants in the system with that strategy.
“I make sure we don’t require ingredients that we can’t source,” when developing new products, he says.
