Food & Beverage

61% of US McDonald's customers OK with limited menu

Photo: iStock

June 9, 2020

When news first broke in an article in Inc.com that some McDonald's franchisees were leaning toward pushing for the brand to retain the limited menu it instituted as a result of COVID-19 business constraints after the pandemic, there's been a lot of buzz online about growing support for the idea. 

Now data and analytics firm, GlobalData, said its research shows that 61% of those loyal to the brand in the U.S. indicated they would keep buying McDonald's meals even with a limited menu. 

"Maintaining a limited menu will not impact McDonald's sales in a significant way," said GlobalData Consumer Analyst Carmen Bryan in a news release about the findings. "The brand has an extensive following worldwide, as evident by the endless buzz online from Big Mac fans when the brand first announced plans to reopen. If anything, the uncertainty around these times may stimulate further loyalty among consumers, as people opt for what they know and can trust.

Globally, 53% of the brand's current customers said they would stay with McDonald's even with a limited menu. In fact, Bryan said the firm data shows that QSR customers are interacting with brands more than they ever have before, with a hefty 48% of U.S. consumers saying they want to know about brands' initiatives during the pandemic. 

"Ultimately, McDonald's will likely garner praise for keeping a simplified menu, as it demonstrates an acknowledgement and attempt to safeguard both employee and customer safety — and in this time of need, consumers expect the best from their favorite brands," Bryan predicted. 

GlobalData Plc. currently assists 4,000 companies with its findings and analyses. The company is based in London.