McDonald’s U.K. Reduces Use of Coupons, Discounts, CEO Says

McDonald’s Corp. is moving away from discounting and coupons in the U.K. in favor of everyday low prices to keep enticing cash-strapped Britons to its restaurants, said Jill McDonald, head of that business.

“What is more important than one-off tactical vouchering is having everyday affordable pricing,” the executive said in an interview at the Retail Week Conference in London today. “Over the last four years we have weaned ourselves off the big, national buy-one-get-one-free-type deals.”