Les restaurants proposent maintenant des couverts — McDonald's

13 Juin, 2017, 12:55 | Author: Marc Bacque
  • McDonald's accélère sa montée en gamme en proposant dans ses 1.400 restaurants français des couverts en plastique recyclable  AFP  Archives

C'est pourquoi la chaîne de restauration McDonald's a décidé de proposer dans ses 1 400 restaurants français, des couverts en plastique recyclable, pour les clients qui en demanderaient. Pour déguster son burger avec classe, chic et élégance, optez désormais pour les couverts.

"On assiste depuis quelques mois à une réorganisation du marché du burger, à une multiplication des offres, entre autres cette offre de burger gourmet, donc en tant que pionnier et leader, il était essentiel de se positionner", a expliqué Xavier Royaux, senior vice-président en charge du marketing de McDonald's France.

L'enseigne se trouve très concurrencée par les autres grands de la restauration rapide Quick, Burger King et KFC, mais aussi de plus en plus par la restauration classique.

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La fourchette et le couteau accompagnent un burger "gourmet", proposé à 13,60 euros environ.

Cette nouvelle offre a déjà été testée dans une dizaine de restaurants avant d'être généralisée sur le territoire français, dès ce mardi.

"Une évolution et non une rupture". "(McDonald's) ne va-t-il pas décrédibiliser les burgers mangés avec les doigts, juste à côté de ceux mangés avec des couverts dans un même établissement?", s'interroge-t-il. "Le risque est d'avoir une consommation avec un double traitement et donc d'un restaurant à double vitesse". Il estime aussi que "le vrai sujet est de savoir combien de temps encore le burger va perdurer dans cette dimension haut de gamme", craignant que "le consommateur ne se lasse de cette offre qui se banalise". Le burger est en effet devenu un plat recherché, tant par des adolescents que par des hommes d'affaires. Selon une étude menée en 2015 par la société Gira Conseil, sur le marché du burger en France, 75 % des restaurants traditionnels ont mis au moins un burger à leur carte.


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