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McDonald's CEO wants to know if a vegan burger will increase traffic



As a press material at McDonald's to add a vegan burger in his line-up, CEO Steve Easterbrook compared the decision to choose to offer breakfast all day.

"The question is that demand will absorb the worth of complexity because it will drive the business? We had a similar discussion maybe four years ago about the All-Day Breakfast," said Easterbrook on CNBC's "Squawk on the Street."

After Having been implemented, All-Day Breakfast asked the same store sales growth for several quarters, but competitors noticed and beefed up breakfast deals. Earlier this month, in the midst of its wider pressures to speed up the service, McDonald said franchisees could trim their daily

McDonald's has been under pressure over the past few months to add a vegetarian friendly burger to the menu that more and more of its competition has taken the lead. said Easterbrook, "If it maintains the same level of buzz, what's interesting is."

Its German sites sell a plant-based burger made by food giant Nestle, but McDonald's said some fields You decide what is best for their customers.

The plant-based man also comes as the Chicago-based company has trimmed the menu to reduce the complexity of its restaurants. It has secluded its offerings in the late evening and nixed its line of premium burgers.

"When you look at the whole meat substitute type, I think what will be interesting to us is to see who is particularly interested in it," said Easterbrook to CNBC's Carl Quintanilla on Wednesday. want an alternative, bring in a new customer? "

McDonald's CEO Steve Easterbrook speaks during a press conference in New York on November 17, 2016.

Shannon Stapleton | Reuters

At his annual shareholder meeting, Silvia Lagnado said , the company's global marketing manager and director of their menu, that the company monitored the plant-based meat options, but did not want to reveal any plans for the time being. [19659003] Meanwhile, McDonald's rivals benefit from their lack of action Restaurant Brands International's Burger King tests Impossible Whopper, which is made with the plant-based Impossible Burger, in the pilot increasing new supply traffic to locations in the test market by 18.5% in April, according to a report from the site database in Market inSights.

McDonald's saw traffic is growing last year, but as others in the industry have struggled to bring customers back to their stores.

"I believe all over the sector, traffic is tight right now, and people eat less, would you believe it or not," Easterbrook said.

Some consumers may be dissatisfied with McDonald's lack of road options, but investors pushed the stock into a new full-time high last week. In the past year, the shares are up 22%.


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