McDonald’s has left its competitors in the dust. What explains the transformation of a chain that has traditionally been associated with unhealthy food in a time of increasing health awareness? Keith O’Brien discusses:

• By one estimate McDonald’s has 17% of the fast food market – almost as much as the next four (Subway, Starbucks, Burger King, and Wendy) put together.
• The average McDonald’s restaurant in the United States has $2.6 million in sales.
• In 2011 sales were double that of the industry’s projected growth.
• Sales of the Big Mac role 10% last year.
• McDonald’s advertising budget is estimated to be $2 billion – by far the largest in the United States.
• McDonald’s now sells more chicken than beef – a nutritional transformation that has helped improve its image.
• Drinks, driven by the McCafé, are now a $9 billion a year business for McDonald’s.
• McDonald’s current President started off cooking French Fries in the night shift. She is a mother and has tried to leverage that to connect with mother bloggers.

To read more about how McDonald’s relates to Ikea, the McDonald’s channel, the location that epitomizes everything about McDonald’s new strategy, the successful twitter strategy that turned into a debacle, and the ironic green award that the company won, click here.

Source: New York Times