McDonald’s regional strategy means you may not get pumpkin latte

CHICAGO – McDonald’s Corp.’s push to let different restaurants satisfy regional tastes is evident in this week’s rollout of its pumpkin spiced lattes.

Less than half of U.S. locations will sell the seasonal drink, which went on sale starting Monday, said Lisa McComb, a spokeswoman for the Oak Brook, Ill.-based chain. Compare that with 2013, when the beverage was sold nationwide.

McDonald’s, which has about 14,350 U.S. restaurants, is struggling to boost sales in its domestic market. Increasingly, the home of the Big Mac is selling items on a regional basis instead of across the country. Even the McRib, one of its most famous limited-time items, was offered in just three-quarters of its locations last year. McDonald’s in March appointed Steve Easterbrook CEO to turn around the flagging company, where U.S. same-store sales have dropped for seven straight quarters.

Competitors such as Starbucks Corp., Dunkin’ Donuts and Panera Bread Co. have pumpkin-flavored coffees for the fall. Dunkin’ also is selling pumpkin cheesecake squares and pumpkin muffins.

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About 5,500, or 38 percent, of McDonald’s U.S. restaurants will carry the pumpkin spiced latte, according to McComb. Many locations will offer the drinks into December, and West Coast restaurants will sell them into 2016, she said.

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