BTIG has affirmed its Neutral rating on shares of McDonald’s Corporation (NYSE: MCD), following the firm’s recent franchise checks. The analysis indicated that the fast-food giant faced widespread sales softness at the beginning of the year, a trend which has continued into spring, though with varied results among operators in recent months. The firm’s research included assessments of current sales trends, strategies to boost U.S. traffic, franchisee sentiment, and feedback from the global convention held in Spain on April 10, 2024.
Despite efforts in menu innovation, digital loyalty programs, and value deals, BTIG anticipates that McDonald’s will not see a significant improvement in customer traffic in the first half of 2024. The expectation is that discounting might become a common strategy for the company throughout the year. As a result of these findings, BTIG has adjusted its first-quarter comparable sales forecasts for McDonald’s, indicating a cautious outlook for the near term. The detailed revised estimates are available in their report, but specifics were not disclosed in the context provided.
McDonald’s has been actively trying to reinvigorate its business through various initiatives, but the persistence of soft sales has led to a conservative stance from BTIG. The firm suggests that while McDonald’s is pushing for growth through innovation and digital engagement, the impact on traffic may remain muted for the time being. The company’s stock performance will continue to be monitored in light of these developments, as investors and analysts alike weigh the potential for McDonald’s to turn around its traffic challenges in the competitive fast-food landscape.
