Thursday
September
18
2014
12:47 pm
Weather

  Home
  Local News
  State / National / World
  Sports
  Opinion / Letters
  Business
  Arts / Entertainment
  Lifestyle
  Obituaries
  Calendar
  Submit Event
  Comics / Games
  Classifieds
  DJ Designers
  Archives
  Advertise With Us
  About Us
 
 
 
 

Check out our archive of Dining Guides - Yum!

McDonald’s struggles worsened by snow
March 11, 2014, 05:00 AM By Candice Choi and Michelle

NEW YORK — McDonald’s is fighting to hold onto customers in the U.S. — and all that snow didn’t help.

The world’s biggest hamburger chain said Monday that sales fell 1.4 percent in February at established U.S. locations. It blamed the harsh winter weather, but conceded that “challenging industry dynamics” also played a role.

After years of outperforming its rivals, McDonald’s has been struggling to boost sales as people flock to places like Chipotle and Five Guys Burgers and Fries. Those chains have popped up quickly across the country by positioning themselves as a step up from traditional fast food in terms of quality, for a little extra money. They also offer greater customization, meaning diners can dictate exactly what toppings they want.

Executives at McDonald’s Corp., based in Oak Brook, Ill., acknowledge Americans’ changing demands when it comes to fast food.

“A long time ago, mass appeal had to be mass appeal,” Jeff Stratton, the president of McDonald’s USA, said in an interview with the Associated Press last month. “That’s not necessarily the case anymore today.”

So the company’s restaurants are adapting to a world where McDonald’s traditional strength — consistency — isn’t always enough. For example, McDonald’s is rolling out new prep tables that can hold more toppings and sauces, a sign that it plans to give customers greater variety.

In Southern California, the company is even testing a “build-your-own-burger” concept that lets people use tablets to tap out the bread, cheese and other toppings they want on their burgers. Executives say results are promising so far, but rolling out the offering across its more than 14,000 U.S. locations would require considerable changes to its kitchens.

It would also need the backing of the independent franchisees that own and operate the majority of its restaurants in the U.S.

In the meantime, McDonald’s has made other changes to its menu, including the option to get egg whites in breakfast sandwiches, and the addition of chicken McWraps, which are intended to appeal to people who want fresher, healthier food.

Globally, McDonald’s said sales declined 0.3 percent at locations open at least 13 months in February. It warned that its muted performance so far this year could hurt first-quarter profit margins.

In region encompassing the Middle East, Africa and Asia, sales declined 2.6 percent. The company cited weakness in Japan and Australia, as well as a shift in the timing of the Chinese New Year.

Europe was a relative bright spot, with sales up 0.6 percent on a strong performance in the U.K. and growth in France.

McDonald’s has more than 35,000 locations in more than 100 countries.

Its stock shed 30 cents to close Monday at $95.20.

———

Follow Candice Choi at www.twitter.com/candicechoi

 

 

Tags: mcdonald, sales, percent, locations, appeal, toppings,


Other stories from today:

 

 
Print this Page Print this Page  |  Bookmark and Share
<< Back
 
Return To Archives
 
  


 
 
 
Daily Journal Quick Poll
 
How important is it that your food is organic?

Extremely important
Important
Somewhat important
Not important
In my house, organic; elsewhere, who cares?

 

 
 
 
 
 
 
Senate next after House backs Obama on rebel aid
WASHINGTON — President Barack Obama's request for congressional backing to train and arm Syrian re..
Australian police: Raids thwarted beheading plot
SYDNEY — Police on Thursday said they thwarted a plot to carry out beheadings in Australia by supp..
Average U.S. 30-year mortgage rate at 4.23 percent
WASHINGTON — Average long-term U.S. mortgage rates surged this week, marking their largest one-wee..
More >>  
 
 
  
 
  
 
©2014 San Mateo Daily Journal
San Mateo County high school sports