McDonald's traffic began falling in 2012 with the removal of the double cheeseburger from the Dollar Menu, experiencing a 12% decline until 2019, though 22% check growth offset this during that time.
Analyst Andrew Charles notes that everyday low-priced beverages can drive traffic, as seen in 2017 when $1 beverages led to rare growth in customer numbers.
The challenge remains that low pricing might attract customers, but combined with low menu prices, McDonald's faces a significant revenue problem, complicating management decisions.
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