McDonald's vows 'modern' makeover amid U.S. sales struggle

Mon Mar 9, 2015 12:12pm EDT
 
Email This Article |
Share This Article
  • Facebook
  • LinkedIn
  • Twitter
| Print This Article | Single Page
[-] Text [+]

By Lisa Baertlein

(Reuters) - McDonald's Corp MCD.N on Monday vowed to remake itself as a "modern, progressive burger company" after aggressive competition from Chipotle Mexican Grill Inc CMG.N, Chick-fil-A and myriad "better burger" chains bit into U.S. restaurant sales last month.

February ended the run of former Chief Executive Don Thompson. His short tenure included 2014, when falling profit, revenue and traffic resulted in one of McDonald's worst years in decades.

Steve Easterbrook, a McDonald's insider who led two UK-based restaurant chains before returning to the company in 2013, took the helm at the Golden Arches on March 1.

The company that virtually invented fast food has struggled to find the right recipe to meet diners' growing appetite for healthier, fresher food.

In his first big move as CEO, Easterbrook last week announced that McDonald's USA will switch to chicken raised with fewer antibiotics. The policy, which will affect McNuggets and other products sold in its roughly 14,000 U.S. stores, will put McDonald's more in step with Chipotle and Chick-fil-A.

McDonald's shares were up 0.8 percent at $97.90 at midday. The stock is up about 10 percent since Easterbrook's promotion was announced in late January.

Sales at U.S. restaurants open at least 13 months dropped a steeper-than-expected 4 percent in February, contributing to the 1.7 percent decline in global sales for the month.

Analysts, on average, had expected a 0.7 percent fall for the United States and a 0.3 percent drop worldwide, according to research firm Consensus Metrix.   Continued...

 
A McDonald's 10 piece chicken McNuggets box is photographed at the Times Square location in New York March 4, 2015.  REUTERS/Shannon Stapleton