NEW YORK (AP) — McDonald’s CEO Steve Easterbrook says he’s stripping away layers of bureaucracy so the company can move faster to keep up with changing tastes.
During a 23-minute video message posted online today, Easterbrook said the company’s structure is too “cumbersome” and that it can no longer afford its “legacy structure.”
“The reality is our recent performance has been poor. The numbers don’t lie,” said Easterbrook, who took charge of the world’s biggest hamburger chain on March 1.
To foster quicker movement, McDonald’s is restructuring its units into four groups: the flagship U.S. market, international lead markets such as Australia and the United Kingdom, high-growth markets such as China and Russia, and the rest of the world.
Easterbrook also repeatedly stressed during the video that the company will focus more on listening to customers, simplifying restaurant operations and improving perceptions about the quality of its food with items like a new Artisan Grilled Chicken sandwich.
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