McDonald's faced several obstacles when it expanded its menu. The increase in menu items led to customer confusion and slowed down service, resulting in a decline in customer satisfaction. To overcome these challenges, McDonald's shifted its focus to Customer Base Penetration and Customer Experience. It responded to customer demand for an all-day breakfast menu, reduced the number of menu options, and reorganized operator kitchens for faster delivery. This strategy led to a 5.7% growth in US sales in 2015.
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When McDonalds hit a growth stall in 2006, it responded by pursuing Customer and Product Diversification (Path 5) expanding its menu by 75% in ten years. However, the chaotic menu confused customers slowed down service and led to an overall decline in customer satisfaction. Recognizing this, McDonalds focused on Customer Base Penetration (Path 2) and Customer Experience (Path 1) once again. It responded to a long-standing customer demand to make its breakfast menu all-day. To ensure success, it shrank its menu options and reorganized operator kitchens for faster delivery. US sales grew by 5.7% in 2015. Customer Base Penetration need not mean stocking more products. For McDonalds it meant reducing the number of products to focus on their bestselling breakfast menu.
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