Visits to McDonald’s plunged because of an E. coli outbreak last fall — and so did its profits.
Fourth-quarter sales at McDonald’s locations open for at least one year fell 1.4% in the United States, a reversal compared to the same time period a year prior when sales rose 4.3%. The rough quarter only compounded with the rest of a tough 2024, with McDonald’s value perception slipping among its cash-conscious customers, many of whom ended up eating elsewhere.
“Our performance in 2024 did not meet our expectations,” CEO Chris Kempczinski said on a call with analysts Monday. “It was a big year, and at times it felt like McDonald’s was part of almost every major news story, reflecting the reach and visibility of our brand.”
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