When the Global Economy’s a Lemon, Sell Lemonade
McDonald’s became the world’s largest restaurant brand by watchin g, learning and adapting. Today’s second-quarter earnings call shows it still knows how to spot a trend.
McDonald’s reported a 4.8% increase in global comparable sales for the quarter, including a 3.7% improvement in the U.S. and Europe jumping 5.2%. Although the economic picture—here and overseas—remains unpredictable and generally unsteady, the company still reported a 10% improvement in operating income and a 12% spike in net income.
In the U.S. at least, that strong showing was attributable in large part to beverages. The chain’s “every large drink is $1” offer and the introduction of Frappés have taken the chain closer to its goal of being a “beverage destination” for customers. The Real Fruit Smoothies introduction that McDonald’s COO Don Thompson told analysts is “blowing away” even its rosiest sales expectations should help even more.
If high-profit beverages can compensate for depressed economies, you can be certain we’ll see more new McCafé drinks soon. McDonald’s is testing Frozen Strawberry Lemonade in Michigan; Rochester, N.Y.; and Austin and El Paso, Texas. The chain acknowledged the test this morning but wouldn’t say if or when a lemonade rollout can be expected. But watch for it.
If McDonald’s Premium Roast coffee targeted Starbucks, strawberry lemonade is a counter to Sonic, which has built its brand around its beverage menu more than any other quick-service chain. Among current limited-time offers at Sonic are Sparkling Lemonade and Sparkling Strawberry Lemonade. But Sonic isn’t alone in seeing lemonade as a summer sales star. Other recent menu additions include: Frozen Strawberry Lemonade at Panera Bread; Cherry Lemonade at Ted’s Montana Grill; Blackberry Lemonade and Raspberry Lemonade at Burgerville; and Fruit Flavored Limeade at A&W.
Can't keep track of all the new menu additions? Check the 
McDonald’s has certaily learned to keep up with the trends, particularly since the last decade or two. It offers great tasting food at value prices in a fun style casual environment. McDonald’s established itself as the premiere family restaurant in international countries in a really big way and is a haven for most people who travel frequently.
I must add that McDonald’s regular coffee tastes better than a-n-y I have tried in any restaurant establishment from the humblest to the the best; and don’t ask about McDonald’s Mocha Frappe. It is simply FANTABULOUS.
The Angus Burger Deluxe is as good as the best in the business, although I am still a Quarter Pounder w/cheese person (extra onions, please.
Awad