McDonald’s has been the undisputed leader of fast food for years.
But the brand fell on hard times this year because many consumers felt too broke to indulge in the company’s Big Macs and fries.
McDonald’s reacted swiftly, making changes to its menu, aesthetic, and technology.
Initial results are encouraging, and McDonald’s sales are up.
Chances are, your experience eating there is different from a year ago.
McDonald's introduced the McWrap, which was meant to compete with Subway and attract a younger audience.
In March, AdWeek reported that McDonald's called the McWrap the 'Subway crusher' in an internal memo.
The company also believes the wraps, which contain crispy or grilled chicken and clock at between 360 and 600 calories, will bring in more young customers.
It also added healthier items like the Egg White Delight breakfast sandwich and Blueberry Pomegranate Smoothie.
These items are meant to appeal to people who don't go to McDonald's because they think it isn't healthy.
Food price inflation has made items on the Dollar Menu less profitable, with the $US1 burger especially problematic after last year's droughts. The brand is testing price points of $US1.50 or $US2.
Business Insider Emails & Alerts
Site highlights each day to your inbox.