(Reuters) – McDonald’s recorded a greater drop than expected of its sales comparable to the fourth quarter in the United States on Monday, the demand having been assigned by a series of infections at the Bacterian E. coli, in a context of prudence on consumption expenses.
Sales of the fast food giant fell 1.4% on its largest market, the United States, its highest decline from the Cavid-19 pandemic.
Analysts had toured a 0.4%drop, according to LSEG data.
Like its competitors Yum Brands and Wendy’s, McDonald’s intensified in 2024 its limited duration offers and its meal offers, in order to stimulate the expenses of customers who prefer to eat at home.
Analysts have indicated that the company’s dependence on reductions could harm the margins in the coming quarters.
According to Peter Saleh, analyst at BTI, discounts represent more than a third of sales.
Despite the extension of certain promotion and the introduction of the Chichen Big Mac, the passage of customers was assigned in October by a series of infections to the E. coli bacteria, forcing McDonald’s to temporarily suspend sales of certain products in a part of its restaurants in the United States.
The attendance has recovered slightly in the fourth quarter compared to the previous year, said the group, but this improvement was offset by a drop in the average amount spent by customers during each visit.
On the New York Stock Exchange, the action was up approximately 1% in avant-market exchanges, in a volatile context.
(Written by Savyata Mishra in Bangalore; Noémie Naudin; edited by Augustin Turpin)
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