Fast food chain McDonald’s has credited its focus on healthy options for its biggest sales increase for 17 years.
The burger giant’s UK stores have reported encouraging uptake of its fruit slice and salad meal offers since their introduction in the last 18 months - a practical response to the widespread backlash McDonald’s was receiving from a more health conscious nation.
The company registered its first quarterly loss last year, but has now posted quarterly net income of £320 million, a 25 per cent year-on-year uplift; the biggest since 1987.
“We are encouraged by this progress and confident that our service, food, value and marketing initiatives will generate steady improvements over the long term, said McDonald’s chief executive Charlie Bell.
Detractors believe that the expansion of the healthy options offer is less of a driver of the increased sales than the widening of the offer as a whole. Whichever is correct, McDonald’s has righted the ship and looks set to continue with its major drive to enhance its public image through its salads and fruit.
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