McDonald''s tries to face crisis with Burger '' gourmet '' accessible

With the frequency to restaurants in the fall due to the economic crisis, McDonald''s comes able to maintain sales thanks to a strategy of selling gourmet burgers.
Ingredients such as mushrooms, dijon mustard and bread brioche ensure the aura of sophistication of sandwiches as the Clubhouse and the Mushroom Dijon, which has just been released, the Signature line. The snacks within the combos with soda and chips, are sold for around $ 30.
The diner was inspired by the proliferation of gourmet hamburger stands and food trucks, says Roberto Gnypek, Vice President of marketing for Arcos Dorados in Brazil. "People liked the premium burger experience, but the price is high," he says. With the crisis by tightening the pockets, McDonald''s launches have become an affordable option for this audience.
The strategy resulted in an increase in the average ticket (customer expense every visit) in cafeterias, which compensated in part reduced the frequency to restaurants. The company does not disclose an exact number of the ticket, but says that the growth was above the inflation. The frequency drops because, without money, the consumer comes out less than House. "Everyone at retail are suffering with this", says the Executive. On average, the client goes to McDonald''s Diner just over two times per month.
At the other end, the snacks on sale, as the Block twice (two for the price of one) and the sandwiches for $ 6, also follow attracting customers who want to spend very little. "We work on the ends of prices," says Gnypek.
Arcos Dorados balance in the first quarter shows the success of the strategy, with 8.2% increase in revenues in local currency in comparison with the same period in 2015. The positive result, however, was aborted by 36% depreciation of the real, which has made, in dollars, the turnover of the group in Brazil plunge 21.1%.