McDonald’s CorporationMCD
▼ NegativeDemandrelevance
Value-menu strategy backfired, alienating loyal customers and hurting visits.
Impact on stocks 1
Consumer Discretionary
McDonald’s CorporationMcDonald's reported that its latest value-menu strategy backfired, alienating its most loyal customers and dragging down U.S. satisfaction scores. CEO Chris Kempczinski said restaurant teams were overwhelmed by too many deployments, leading to slower service and lower satisfaction. CFO Ian Borden noted that inconsistent pricing, confusing marketing, and the removal of digital offers and the buy-one-add-one-for-$1 program hurt visits from loyal customers. The company plans to launch national digital flash offers and named Skye Anderson as President of McDonald's USA to fix execution. Second-quarter revenue rose to $7.10 billion from $6.8 billion a year earlier, with diluted earnings per share of $3.38.
McDonald’s CorporationValue-menu strategy backfired, alienating loyal customers and hurting visits.