McDonald's Customer Traffic Nosedive In One Chart
McDonald's customer traffic problem is getting worse.
The company reported disappointing first quarter earnings Tuesday, due in large part to a 1.7% decline in comparable sales in the U.S. McDonald's attributed the results to "challenging industry dynamics" and bad weather, which depressed customer traffic.
Globally, McDonald's comparable guest visits were down 3.1% in the first quarter, compared to a 1.9% decline during the same period a year earlier, according to the company's latest SEC filing.
That's a drastic change from just four years ago, when the company was seeing nearly 5% growth in customer traffic annually.
Here's a look at McDonald's troubling customer traffic trends since 2010.
Business Insider/McDonald's
"In the near term, we are prioritizing our efforts around those elements of the restaurant experience that are most impactful-offering the best food and beverage options and delivering outstanding service," he said in a statement Tuesday. "We are intent on pursuing initiatives that will strengthen our relationship with our customers to reignite our business momentum."
McDonald's troubles are representative of a broader problem in the fast food industry, as consumer demand grows for healthier meal options.
Guest counts at fast food restaurants were flat last year compared to a year earlier, while fast casual chains - such as Chipotle and Panera - saw 8% average growth in traffic, according to The NPD Group.
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