McDonald’s Corporation (MCD): How This Company Is Getting Friendlier, Faster, and Healthier

If we leave out Subway, Panera Bread Co (NASDAQ:PNRA) is often regarded as the healthiest fast food chain. The company has chosen to keep its dough production in-house, which guarantees fresh bread for all sandwiches and other menu options. In addition, it serves antibiotic and hormone free meat to a large extent.

Panera Bread Co (NASDAQ:PNRA) had ranked as America’s healthiest fast food chain and continues to live up to that tradition. The healthy brand image is Panera’s biggest sales driver.

Wendy’s had recently overtaken Panera in terms of BrandIndex, although the latter has bounced back since then. Now two companies are going neck to neck, jointly sharing the second place for being perceived as healthy fast food chain.

What is Big Mac doing?

The company has already issued a directive to its franchisees, where management has asked them to take immediate steps to improve customer service. McDonald’s is also trying to implement a new dual ordering system across the U.S., aimed at improving customer service and speed.

Under the new system, order taking would be handled by two staff members. One would take the order and issue a slip bearing the order number. Once the order number is displayed on the screen or called out, customers would collect their trays and packets from the other side of the counter. There would a second staff or “runner”, who would help customers with their condiments, cups, etc. This would provide the person taking the order a breather and allow him/her to show better courtesy towards guests.

Meanwhile, McDonald’s has made some progress with healthier menu options with its newly introduced Chicken McWraps. This has pushed up its BrandIndex closer to Panera and Wendy’s.

What does this mean for investors?

This means that there are more upsides coming for the McDonald’s, which is already having a great run. It has recently reached its 52-week high of $103.70 on April 12. Now, if McDonald’s, through its brand building initiatives, is able to generate more sales at its U.S. restaurants, it would be a huge plus point for the stock.

The article How This Company Is Getting Friendlier, Faster, and Healthier originally appeared on Fool.com and is written by Eshna De.

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