Best Burger initiative helps McDonald's sail through pandemic

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Best Burger initiative helps McDonald's sail through pandemic

McDonald's Korea Managing Director Antoni Martinez. [MCDONALD'S KOREA]

McDonald's Korea Managing Director Antoni Martinez. [MCDONALD'S KOREA]

 
McDonald’s Korea's revenue rose 9 percent in the first four months on year as the Best Burger initiative, a global campaign undertaken by the company to up its burger game, kicked in, Korea Managing Director Antoni Martinez announced in a virtual message Wednesday.

 
It was the first speech given by Martinez since he assumed the post in Korea in February.
 
Korea is the first country in Asia to adopt the Best Burger system, which was first rolled out in countries where people regularly eat hamburgers as a meal. McDonald’s Korea introduced the Best Burger late March, but made an official announcement on it Wednesday.  
 
The upgraded burgers helped McDonald’s Korea revenue remain relatively strong despite weak consumer sentiment due to the Covid-19 outbreak, according to the company.
 
“Korean customers have such sophisticated palates that changes in flavor are immediately noticed,” said Martinez. “We introduced the Best Burger initiative to serve the Best Burger to Korean customers who have shown strong interest and support for McDonald’s over the past 32 years. I am grateful for the fast response and positive feedback from Korean customers.”  
 
The Best Burger is the result of improving the overall process so that the basic elements of a burger work in perfect harmony, according to Choi Hyun-jung, McDonald’s Korea executive chef.
 
Drive-through and McDelivery also helped the franchise stores thrive through the Covid-19 outbreak.
 
“With the Covid-19 pandemic posing serious challenges for the business, contactless platforms such as drive-through and McDelivery in which McDonald’s made pre-emptive investments have received a warm response from the public,” said Martinez.
 
Key to McDonald’s Korea operation is involving customers from the beginning to the end of all decision-making processes. Martinez vowed to listen to the voices of customers through various platforms and incorporate innovations into business practices.
 
“The world will become different after the Covid-19 pandemic. In the age of uncertainties, McDonald’s will remain committed to customer-centered decision-making, tastier burgers and better customer experiences," Martinez said.  
 
Martinez served as the market director for the Southern Region of Australia from 2016 through 2019.
 
BY JIN MIN-JI   [jin.minji@joongang.co.kr] 
 

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