McDonald’s faces a key challenge as it fights to reinvigorate a sagging stock price: Winning back the cost-conscious diners who believe its menu has become too expensive.
Shares of the Big Mac maker are down nearly 31% from their February high and on track for their worst annual return since 2002.
The burger chain guided for “slightly negative” US sales for the current quarter during an investor day event earlier this week, while sales for the last quarter rose just 0.8%, their slowest pace in more than a year.
Those signals come alongside long-standing gripes in the US from customers who have complained about everything from menu prices to an in-store exper ience that has suffered from the loss of playgrounds and other popular…
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