McDonald’s numbers haven’t exactly been ideal when it comes to its customer traffic. When the fast food chain decided to sell breakfast all day, the company saw a slight increase in sales number. However, that number isn’t as high as expected.
Just last year customer count dropped by 2.1 percent. That’s just shy of the 3 percent the burger chain saw the year before, and the fourth year in a row that customer count dropped for McDonald’s.
In an effort to bring more customers through its doors, McDonald’s started it McPick 2 campaign last January. However, the low prices of food favorites didn’t draw the crowd McDonald’s had expected. In fact, while some stores let the promotion drift on and off others kept it going.
Even McDonald’s CEO Steve Easterbrook commented saying, “The McPick menu does work well for customers. But that alone isn’t winning market share on the value end.”
When it comes to customer traffic breakfast isn’t the main issue. On the other hand, when it comes to lunch and dinner, that’s when the numbers have the tendency to drop. With a 12.5 to 13.5 percent drop in customer count, somehow McDonald’s had a strong profit gain.
Company margins shot up 17 percent from its previous 15.2 percent. The company believes that it will be able to bring its traffic percentage up to par. Perks like the $1 McCafe special, along with the two new Big Mac sizes, could bring in more traffic.