The Chicago-based burger giant has been struggling to generate positive traffic despite otherwise strong same-store sales. Same-store sales in the second quarter increased 5. But those offers have come as many other chains, like rival Burger King, have pushed numerous offers of their own as customer count industrywide has been a challenge.
Other strategies have also played a role in declining traffic. Delivery and kiosks carry higher average check.
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Our Signature Blend. Who doesn't want a bunch of menu choices for a dollar? But franchise owners didn't like it because it drove money-losing traffic.
The chain dropped the Dollar Menu in and has since tried a number of different deals. Now, the chain seems to have settled on a strategy that works, and it laid out its discounting plans during its first-quarter earnings call.
McDonald's doubles down on deals and inexpensive food - Business Insider Deutschland
The fast-food chain has found value offerings that work for customers and franchise owners. Image source: McDonald's. Comparable-store sales rose by 4. CFO Kevin Ozan noted during the call that comparable guest counts were actually down, but average check size went up. McDonald's has also given individual markets the freedom to decide what items are included in the promotion.