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He’s back! McDonald’s has resurrected the Hamburglar after trimming the drive-thru menu, introducing pay raises for employees and offering plans to reset its business. But none of this, so far, has managed to bring diners back to fast-food chain.
McDonald’s U.S. sales fell by a steeper-than-expected 2.2 percent in May, Business Insider reports. Worldwide sales fell by 0.3 percent, which was better than expected.
Globally, McDonald’s same-store sales have dropped every month over the past year, Slate said. Its U.S. restaurant sales have dipped 10 of the past 12 months. Slate said:
This is the second-to-last time that McDonald’s will have to suffer through the monthly sales disclosure. McDonald’s CEO Steve Easterbrook said in late May that the company would cease reporting same-store sales data on a monthly basis after its second-quarter earnings and instead “focus our activities and conversations around the strategic, longer-term actions we are taking.”
Easterbrook announced a turnaround plan for McDonald’s in May. Although most of the changes are focused on image and operational restructuring and not food, the burger chain is testing all-day breakfast in select areas as well as trying out an on-demand delivery system in New York City. McDonald’s is also experimenting with customized burgers, and it has opted to serve only chicken that’s free of antibiotics used on humans.
Despite its changes, McDonald’s is continuing to lose diners to restaurants like Chipotle Mexican Grill, Panera Bread, Five Guys and Shake Shack, where consumers perceive they’re receiving fresher food.
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