As I mentioned in the end of my previous article about McDonald’s, one way they can improve their sales by going for a brand extension; in this case by going extending their fast food brand into fast casual dining.

fancy mcd

As predicted, McD is testing table service in 600 of its Southern California restaurants and 400 of its UK locations.

However, bringing food to your table isn’t all.  They are embracing foodie-ism.  Higher quality ingredients, an expanded menu including breakfast bowls, yogurt, premium burgers in their “signature collection” such as the Saucy Baker.


I haven’t looked into Burger King’s financials but looks like they are expanding their menu as well, by selling hot dogs.  Will it go in the way of the McPizza or all day breakfast?

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