"I am not overly impressed with how Toasted Deli Sandwiches have rolled out in the UK," said the restaurant chain's chief operating officer, Mike Roberts. McDonald's plans to introduce bigger Big Macs and an enhanced value menu. The chain will reduce support for the Toasted Deli Sandwich range, which launched in September 2005 with an estimated annual adspend of £10m.
Roberts also unveiled an "assertive calendar" of promotions and product launches. The fast-food giant will launch a range of "I'm lovin it" desserts this summer and run a Coca-Cola glass promotion in August.
McDonald's intends to reduce the amount of discounting and coupon activity it carries out in the UK by half this year. The UK marketing team is already following the example of the French operation, which spends a significant amount on brand ads in the national press.
McDonald's spent £10.1m, or 42% more, on press advertising in 2005, while outdoor was down 31.5% to £12m.
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