Sales Performance Overview

Recent data reveals that McDonald’s has experienced a downturn in customer traffic during the first quarter of the year, reflecting growing concerns regarding the economy. During this period, the company reported a 1% decline in global same-store sales, defined as sales from locations operational for at least one year.

Notably, excluding the effects of an extra leap year day in 2024, same-store sales remained essentially flat, as reported to the Associated Press. In the U.S. specifically, same-store sales dropped by 3.6%, marking the largest decline since the peak of the COVID-19 pandemic in 2020. Following the announcement, shares of McDonald’s Corporation saw a slight decrease of over 1% prior to market opening on Thursday.

Strategies to Attract Customers

In response to this dip in sales, McDonald’s has introduced various promotional strategies aimed at enticing consumers. One significant move is the expansion of their value menu at U.S. locations, where customers can purchase an additional item for just $1 when they order a full-priced meal. Additionally, the popular $5 Meal Deal has been extended through the summer, a program that debuted last June and has seen multiple extensions.

Revitalizing the Menu

To further stimulate interest among patrons, McDonald’s is also bringing back popular menu items, including the much-anticipated Snack Wrap and the well-loved McRib sandwich, which made its return to menus in December. These revivals aim to create buzz and draw customers back into restaurants.