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Too Much Marketing and Discount Changes Weaken McDonald’s U.S. Traffic

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Sig2.45Sen-2.35Env0.00Soc-0.35Gov-1.25

A K-Pop “Demon Hunters” promotion kicked off McDonald’s busy U.S. marketing push, but execution faltered. Same-store sales rose 0.8% while U.S. traffic fell. Value offers failed to resonate, and replacing a $1 second-sandwich deal with higher effective prices hurt visits. Digital loyalty offers were also reduced, and some franchisees ignored pricing guidelines on the $3-and-under menu.

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