BTIG has affirmed its Neutral rating on McDonald’s (NYSE: MCD) after franchise checks revealed continued sales weakness. Despite efforts to boost traffic through menu innovation and loyalty programs, BTIG anticipates that customer traffic will remain subdued in the first half of 2024. The firm suggests that discounting may become a common strategy for the company throughout the year. Investors will continue to monitor McDonald’s stock performance as the company navigates challenges in the competitive fast-food landscape.