McDonald’s McTricks Aren’t Working
Turns out warm buns aren’t the solution to McDonald’s financial woes.
The burger giant announced Thursday that its sales slide continued in the second quarter, with same store sales falling 0.7 percent globally and by 2 percent in the U.S. Quarterly revenues dropped 10 percent to $6.5 billion, though without currency effects from a strong dollar they would have climbed 1 percent.
The results were good enough to top Wall Street’s expectations, but they showed again just how far McDonald’s has to go to win back customers.
Related: The 11 Worst Fast Food Restaurants in America
The fast food chain blamed the admittedly “disappointing” results on the failure of its products and promotions to draw customers to its stores as anticipated.
New CEO Steve Easterbrook, who took over in March, has promised to revamp the restaurant chain and improve sales by catering to consumers who prefer fresh, high quality food.
McDonald’s continues to try a variety of promotions and menu changes to win back diners. It recently started offering a double cheeseburger and fries for $2.50 as a summer deal and rolled out an “artisan grilled chicken sandwich.” It has also, among other things, enlarged its quarter pounder, tested a new breakfast bowl full of kale, rolled out flavored hot coffee in some locations and even tested a lobster roll in New England restaurants. And it upped the toasting time for its hamburger buns by 5 seconds.
So far, though, the new deals and menu options have failed to entice diners.
Related: 9 Ways McDonald’s Wants to Get You Excited About Its Food Again
Easterbrook did acknowledge that changing McDonalds’ image would take time, but he said Thursday that the company is “seeing early signs of momentum.”
The company will begin to offer all-day breakfast, which already accounts for 25 percent of the company’s sales. And it is continuing to simplify its menu options to lower costs.
Analysts wonder if such changes will be enough to boost consumer appetites for McDonald’s and how the company is going to reposition its brand. As Thursday earnings report made clear, introducing a younger, hip hamburglar isn’t going to cut it.
Coming Soon: Deductible Relief Day!
You may be familiar with the concept of Tax Freedom Day – the date on which you have earned enough to pay all of your taxes for the year. Focusing on a different kind of financial burden, analysts at the Kaiser Family Foundation have created Deductible Relief Day – the date on which people in employer-sponsored insurance plans have spent enough on health care to meet the average annual deductible.
Average deductibles have more than tripled over the last decade, forcing people to spend more out of pocket each year. As a result, Deductible Relief Day is “getting later and later in the year,” Kaiser’s Larry Levitt said in a tweet Thursday.
Chart of the Day: Families Still Struggling
Ten years into what will soon be the longest economic expansion in U.S. history, 40% of families say they are still struggling, according to a new report from the Urban Institute. “Nearly 4 in 10 nonelderly adults reported that in 2018, their families experienced material hardship—defined as trouble paying or being unable to pay for housing, utilities, food, or medical care at some point during the year—which was not significantly different from the share reporting these difficulties for the previous year,” the report says. “Among adults in families with incomes below twice the federal poverty level (FPL), over 60 percent reported at least one type of material hardship in 2018.”
Chart of the Day: Pragmatism on a Public Option
A recent Morning Consult poll 3,073 U.S. adults who say they support Medicare for All shows that they are just as likely to back a public option that would allow Americans to buy into Medicare or Medicaid without eliminating private health insurance. “The data suggests that, in spite of the fervor for expanding health coverage, a majority of Medicare for All supporters, like all Americans, are leaning into their pragmatism in response to the current political climate — one which has left many skeptical that Capitol Hill can jolt into action on an ambitious proposal like Medicare for All quickly enough to wrangle the soaring costs of health care,” Morning Consult said.
Chart of the Day: The Explosive Growth of the EITC
The Earned Income Tax Credit, a refundable tax credit for low- to moderate-income workers, was established in 1975, with nominal claims of about $1.2 billion ($5.6 billion in 2016 dollars) in its first year. According to the Tax Policy Center, by 2016 “the total was $66.7 billion, almost 12 times larger in real terms.”
Chart of the Day: The Big Picture on Health Care Costs
“The health care services that rack up the highest out-of-pocket costs for patients aren't the same ones that cost the most to the health care system overall,” says Axios’s Caitlin Owens. That may distort our view of how the system works and how best to fix it. For example, Americans spend more out-of-pocket on dental services ($53 billion) than they do on hospital care ($34 billion), but the latter is a much larger part of national health care spending as a whole.
