Belfast Telegraph

McDonald's chief vows to reshape company's structures

By Staff Reporter

McDonald's will have layers of bureaucracy stripped away so the company can move faster to keep up with changing tastes, chief executive Steve Easterbrook said.

In an online video, Easterbrook said the company's structure is too cumbersome. It has 27 restaurants in Northern Ireland. He took charge of the chain on March 1.

McDonald's is restructuring its units into four groups: the flagship US market, international lead markets such as Australia and the UK, high-growth markets such as China and Russia, and the rest of the world.

Easterbrook stressed that the company will focus more on listening to customers, simplifying restaurant operations and improving perceptions of its food.

He said the company can no longer afford its "legacy structure".

"The reality is our recent performance has been poor. The numbers don't lie," he added.

The company also plans to cut £198m in costs by around 2017.

The "turnaround blueprint" comes amid intensifying competition.

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