McDonald's: Affordability is the key to successful sales

McDonald's, the largest fast-food operator on the Romanian market with 55 restaurants, posted a 30% sales increase in the first nine months of the year, 10% above initial estimates, in the wake of investments to modernise restaurants and create a new concept, which has been implemented in the Floreasca district of Bucharest. "One of the growth factors is that we have affordable positioning, and that we target as wide a category of clients as possible. The diversification of the menu also had a major contribution, with the new menu that includes salads, fish, and chicken," said Cristian Savu, communication manager of McDonald's Romania. McDonald's, the largest fast-food restaurant operator in Romania, has lately relied quite heavily on these products, in line with trends on the Western markets. Currently, the new products account for a significant share of the company's revenues, with salads alone contributing 20% of the sales.