Can new McDonald's CEO bring fresh ideas to fast food?

McRib sandwich, a limited-time menu item that's a cult favourite in UK and US markets

Under Steve Easterbrook as CEO, McDonald's UK has reinforced a more local brand positioning and tested new products and promotions for the changing customer profile.

Now Easterbrook is moving to America to become CEO of the entire McDonald's business, which faces significant challenges such as intense competitive pressure, overall sales declines and increased customer interest in healthy eating.

Many of the innovations that helped McDonald's build sales in the UK may be implemented across multiple markets. For example:

• Crowdsourcing new products. McDonald's asked customers to build their ultimate beef burger, and then featured the 5 winning "My Burger" product ideas during autumn of 2014.
• Increasing transparency about food sourcing. To help customers understand what's in McDonald's meals, it established a special section on its website called 'What Makes McDonald's?' In addition to posting videos about agriculture and other sources of production, McDonald's invited questions from the public. This is also being done at McDonald's Canada.
• Healthier eating. McDonald's UK encourages healthier eating with 'Free Fruit Fridays'. Once a month, children get a free bag of fruit with the purchase of a Happy Meal.

Easterbrook sees potential in marketing meals customised for each customer: 'People’s desires are changing. They want to be treated as individuals, not as numbers'.