McDonald’s fourth-quarter sales fell 1.4% in the US, reversing a year-earlier gain of 4.3%. The decline was attributed to an E. coli outbreak that sickened over 100 people across a dozen states and resulted in several lawsuits. Fresh slivered onions served on Quarter Pounders were identified as the likely source of the bacteria.
The outbreak had a significant impact on customer perception, with many opting for alternative dining options. In an attempt to turn sales around, McDonald’s spent $100 million on marketing efforts and introduced a new “McValue” menu category. The company is pleased with the initial results of this initiative, particularly in the morning hours where breakfast has been a bright spot.
Looking ahead to 2025, McDonald’s plans to open approximately 2,200 new restaurants globally, including 500 in mature markets like the US. The chain will also expand its chicken selection and continue growing in international development licensed markets, such as the Middle East, which have seen increased demand for American brands.
Source: https://edition.cnn.com/2025/02/10/food/mcdonalds-fourth-quarter-earnings-2024/index.html