61% of brand-loyal US consumers will stick with McDonald’s despite a limited menu

Following the news (June 8th) that McDonalds simplified menu may be continued as advised by the company’s franchises;

Carmen Bryan, Consumer Analyst at GlobalData, a leading data and analytics company, offers her view:

“Maintaining a limited menu will not impact McDonald’s sales in a significant way. 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.

“Indeed, as per GlobalData’s latest weekly COVID-19 tracker survey, published June 3rd, 61% of US consumers agree that they are currently only trying to buy products from their favorite brands; globally, this stands at 53%*.

“What’s more, consumers are actively engaging with brands more than ever, with many closely watching how brands respond to the current crisis; nearly half (48%) of consumers in the US want to hear about initiatives adopted by brands during the pandemic period*2.

“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.”

* GlobalData’s Coronavirus (COVID-19) Tracker Survey – Week 10 (June 3rd) – US – strongly/somewhat agree responses combined

*2 GlobalData’s Coronavirus (COVID-19) Tracker Survey – Week 10 (June 3rd) – US

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