McDonald's reported a 3.6% drop in same-store sales during the second quarter, reflecting the lowest performance in five years. Customers are visiting less frequently, even with the introduction of a new value menu and sustained $5 meal deals. Concerns about a potential recession have led not only low-income customers but also many middle-income diners to decrease their fast-food purchases. CEO Chris Kempczinski noted that breakfast sales are also declining, with many patrons opting to skip breakfast or eat at home instead.
"People are just being more judicious in cutting back on visits," CEO Chris Kempczinski stated, highlighting a worrying trend in customer behavior during tough economic times.
"You're seeing people are choosing either to skip breakfast or they're choosing to eat at home for breakfast," Kempczinski noted, emphasizing the decline in breakfast traffic at McDonald's.
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