Daniel Boaje, new head of McDonald's, eyes small and sustainable increases

Each of the 140,000 daily clients of McDonald’s left around 8 or 9 lei (2 euros) in one of the chain’s restaurants last year, according to ZF calculations based on the number of clients released by the company and a ZF estimate on turnover revolving around 100m euros.

After having opened three outlets last year, McDonald’s representatives say they want to open at least one restaurant this year. They announced that all the restaurants due to be opened will be the company’s own and not franchised outlets.

Boaje says that any new restaurant will be opened in one of the 21 cities the chain is already present in. He adds he wants to open three new McCafe coffee shops and will also invest in remodelling some restaurants.

Boaje hopes this year will be better than 2010.

“The economy has the strength to regain health, but it will not be a rapid recovery. I hope we will not return to the growth rates of the boom period. It’s better for us to have smaller and sustainable increases than major variations. Surprises are not good for any business as they do not let you build”, Boaje says.