McDonald's customers want bigger burgers instead of luxury ones, CFO Ian Borden said.
McDonald's spent years trialing premium burgers.
AdvertisementMcDonald's says its customers want bigger burgers, not premium ones.
For years, McDonald's tried to target customers with offers of premium burgers, CFO Ian Borden told analysts at the UBS Global Consumer and Retail Conference on Wednesday.
Instead, there's a "significant" opportunity for "a large, more satiating-type burger" across McDonald's large markets, Borden said.
Persons:
Ian Borden, McDonald's, —, Borden
Organizations:
Service, UBS Global Consumer, Retail Conference, Business