McDonald’s Turnaround Fails to Get More Customers in Door
- Company is facing its fourth year of U.S. traffic declines
- Chain says it’s making ‘uneven progress’ in three key areas
A sign stands outside a McDonald's restaurant in Peru, Illinois, U.S., on Monday, July 20, 2015.
Photographer: Daniel Acker/BloombergThis article is for subscribers only.
McDonald’s Corp. has figured out how to capitalize on the popularity of its breakfast menu, stop a slide in same-store sales and cut corporate overhead. What it hasn’t figured out is how to get more customers into its restaurants.
The world’s biggest fast-food chain is facing its fourth straight year of U.S. traffic declines, according to internal company documents obtained by Bloomberg. The drop follows at least four consecutive years of customer gains.