The American group publishes quarterly results lower than expectations, in a context of consumer distrust and geopolitical tensions.
The McDonald’s group recorded in the first quarter of 2025 in the first quarter of attendance in its American restaurants in the first quarter of 2025 since the peak of the Pandemic of Cavid-19. Several economic, political and operational factors explain this decline, which is part of a broader context of slowing down consumption in fast food.
Turnover in decline, customers behind
On the American market, sales on a comparable scope fell 3.6% between January and March 2025 compared to the same period the previous year, according to the results published on May 1. This is the strongest withdrawal recorded for five years for the brand. The overall turnover established at $ 5.96 billion, down 1% with comparable data, while net profit fell by 2%, reaching $ 1.92 billion, online with analysts’ expectations.
The management of McDonald’s justified this decline by a drop in attendance, especially on the domestic market, which remains the most important for the company. American customers have been less numerous in channel establishments, despite commercial initiatives launched since the summer of 2024, such as the $ 5 menu. These promotional campaigns did not make it possible to stop the trend.
In a press release addressed to investors, CEO Chris Kempczinski has recognized the effect of the macroeconomic context: “Consumers today are confronted with uncertainty”, he declared, quoted by the
Economic pressure and tensions around the brand
The decline in consumption in fast foods coincides with a deterioration in purchasing power in the United States. According to RTL, the drop in sales of McDonald’s is considered an indicator of the American economic situation. In this context, the trade war relaunched by Donald Trump strengthened pressure on consumer prices, which has weighed on households with modest income.
McDonald’s was also confronted with several controversies that contributed to tarnish his public image. Two boycott calls targeted the brand: one linked to a meal delivery to Israeli forces by local franchisees, the other from Donald Trump support. To try to answer it, the company bought its restaurants in Israel.
In addition, contamination at Escherichia coli in October 2024, due to onions used in a flagship burger, caused food poisoning in several states. This health crisis has left traces in opinion, according to the echoes.
New organization chart and launch of products
To cope with this situation, McDonald’s created a position of customer experience in restaurants, entrusted to Jill McDonald, former manager of Costa Coffee. The brand wishes to shorten the development cycle of its products, after having taken almost seven years to rework the Big Mac recipe. “On many markets, McDonald’s is fighting against specialists. We therefore bring a specialist focus on our various operations,” said Chris Kempczinski.
Two axes have been designated as priority: chicken -based recipes, to deal with competitions like KFC, and the development of alternative drinks to sodas. McDonald’s is currently testing a new concept called Cosmc’s, focused on cafes, iced teas and smoothies, launched at the end of 2023. After several adjustments, certain pilot establishments are maintained, while others have been closed, especially in Texas.
Finally, the company recorded a burden of $ 66 million linked to an internal restructuring plan launched in early 2025, in particular to accelerate technological integration in its operations. The group also provides 10,000 new openings of establishments by 2027.
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