McDonald’s sales continue to plunge despite menu changes

(Inquisitr) 03/10/15 - McDonald’s sales have continued to plunge throughout the United States and worldwide. In February alone, McDonald’s reported a four percent decline in U.S. sales and a 1.7 percent drop in international sales. Experts blame increased competition from chains offering fresher and healthier options.

In response to the continued decline, McDonald’s replaced their CEO and has vowed to make some important changes.

On March 1, former Chief Executive Officer Don Thompson was replaced with Steve Easterbrook. As reported by About McDonald’s, Easterbrook has been with the company since 1993.

With the exception of two years between 2011 and 2013, Easterbrook served as a McDonald’s executive for a total of 20 years. In the last two years, Easterbook has served as McDonald’s Chief Brand Officer.

Following his appointment as CEO, Easterbrook announced the fast-food giant will stop using chicken enhanced with human antibiotics. Although the change will likely be costly, McDonald’s executives said the switch will be “an investment” in better quality.

As reported by Reuters, McDonald’s shares increased an estimated 10 percent since Easterbrook took over, and another 0.8 percent following the announcement about switching to chickens without human antibiotics.

Unfortunately, McDonald’s sales have continued to plunge. In recent months the fast-food giant streamlined their menu and increased their focus on fast and accurate service. They have also explored offering customized burgers, and have emphasized their “I’m lovin’ it” advertising campaign.

Dieter Waizenegger, CtW Investment Group executive director, said the “… disappointing numbers underscore the widespread reforms McDonald’s requires… and these changes must go beyond new management to include refreshing its stale and insular board.”

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