The company forecasts net sales worth $124 million (€91 million) for 2007, which would represent a 30 percent year-on-year increase. In 2006, McDonald's had posted net sales worth €67 million. "The highest sales are recorded in restaurants in downtown Bucharest and in malls," Alecu told Business Standard.
McDonald's currently has 52 restaurants in Romania and employs some 2,600 people. By the end of the year, the company plans to open three new locations, in Bucharest, Constanta and Cluj. "There is a good chance that the number of McDonald's restaurants in Romania will increase to 100 in the coming five years," Alecu said. McDonald's entered the Romanian market in 1995, with its first restaurant located on the ground floor of Bucharest's Unirea Shopping Center. Sales on opening day remain the highest in Europe to date, in terms of first day sales for a unit.
According to Alecu, the U.S. brand accommodated itself easily to Romanian taste, because "Romanians were eager to try a little American lifestyle." He added that customers are more focused on proportionately more nutritional products, so McDonald's has included salads, fruit and non-carbonated water in its menu. The fast-food network has also changed its meat supplier. McDonald's Romania had been buying all its meat from Romania until last year, when it began importing 85-90 percent from Austria.
McDonald's has invested some $60 million (€44 million) in Romania so far. Alecu said McDonald's competitors are all restaurants on the local market, regardless of their size. He estimates the local food market, including large and small restaurants, to be worth some €1.5 billion. However, there is still room on the market for 5-6 similar companies as McDonald's.
"There is a good chance that the number of McDonald's restaurants in Romania will increase to 100 in the coming five years" Marian Alecu general manager, mcdonald's romania
