McDonald's Is Losing Traffic In the U.S.—Here's Why

McDonald's consistent success is evident with over 40,000 locations worldwide and the largest sales of any fast-food brand. 

The fast-food company topped analyst revenue and same-store sales projections on Oct. 30 for the third quarter of 2023.

McDonald's CEO Chris Kempczinski said the third-quarter results "reflect our position of strength as the industry leader."

McDonald's quarterly results weren't all good. In an earnings call with investors, the company reported marginally lower client traffic. 

The decline's cause? It's about low-income McDonald's consumers. Higher pricing and interest rates have reduced restaurant visits by consumers earning 

"We're just going to need to continue to keep a close eye on that $45,000 and under consumer because of the pressure that they're

feeling there and make sure that we're offering value, but hopefully the industry stays disciplined as well on pricing," said Kempczinski.

Chief financial officer Ian Borden stated that McDonald's hiked pricing in the third quarter, albeit less than in previous periods. He also said

that McDonald's expects its US pricing increases to be just over 10% in 2023, but that the firm has "minimized the resistance from the customer."

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