I don’t know what exactly it is a metric of—the economic crisis? healthier eating habits? better taste? the inexplicable success of that extremely annoying actress playing Wendy in the commercials? the cannibalization of its flagship product by the McRib?—but a McDonald’s milestone has been delayed.
According to leading economists and actuarial scientists (McDonald’s itself no longer calculates such things), Ray Kroc’s little hamburger stand was poised to sell its 300 billionth burger this year. But no more.
A recent slowdown has likely delayed that. Sales slowed throughout 2012 and, in October, McDonald’s had its first year-on-year drop in comparable sales since 2003….
A sales rebound in November as a result of new offerings such as cheddar, bacon and onion burgers and the reintroduction of the McRib in December likely salvaged the full quarter from a revenue decline. But menu tweaks will go only so far in addressing a fundamental problem: Fast food isn’t the growth business it once was.
While that is probably a wonderful thing for humanity and for U.S. healthcare costs, it’s not so great for McDonald’s and the rest of the “informal eating out” crowd. But the Kingdom of Arches did, at least, top analysts’ estimates this morning by five cents a share, thanks to the McRib and the Dollar Menu.
Net income increased to $1.4 billion, or $1.38 share, from $1.38 billion, or $1.33, a year earlier, the Oak Brook, Illinois-based company said today in a statement. Analysts projected $1.33, the average of 28 estimates compiled by Bloomberg.
Chief Executive Officer Don Thompson boosted advertising of the chain’s dollar menu items, such as McDouble burgers and McChicken sandwiches, to draw Americans as consumer confidence falls. Sales at U.S. stores open at least 13 months rose 0.3 percent in the quarter. Analysts projected a 0.5 percent drop, the average of 22 estimates compiled by Consensus Metrix.
For actuarial purposes, do McDouble burgers count as two burgers on the long, arduous road to 300 billion?
McDonald’s 300-Billionth Burger Delayed [WSJ]
McDonald’s Profit Rises as Dollar Menu Drives U.S. Sales [Bloomberg]
Why are actuarial scientists making this calculation? I can see why they'd be interested in how many burgers an individual is eating, but I'm unclear as to why / how they would be calculating how many burgers are being eaten in aggregate.
Fewer quotes, more charts!!
Didn't your mother ever teach you never start a sentence with but?
Jon still uses a mouse in Excel, and even then, does so poorly.
Being the CEO of McDonalds seems like an easy job. Stop selling the McRib in one quarter – celebrate the increase Big Mac sales; start selling the McRib next quarter – celebrate overall revenue growth. Rinse, repeat.
The guy sitting next to me on the plane with the seat belt extender is proud to be doing his part in reaching 300B
Jon Shazar is a Mo'
Hey!
Shazam ! Shazamwdich.
Jon, do you know what they call a Big mac in Paris?
Matt writes an interesting article about shadow banking, and Shazar writes about the McRib. That's about right. Shazar's becoming a fucking caricature of himself
How DARE you question my incompetence, negligence and lies! I am a member of the Obama Administration, and EVERYTHING we have done is the fault of the REPUBLICANS!
~Any Member of the Obama Administration
In Soviet Russia, the McRib eats you.
I would like one McRib and a chocolate Shazake please.
-Leroy Jenkins
I happen to know everything there is to know about McRibs. I love McRibs. I love McRibs with French Fries. I love them with a large Coke. And I take McRibs and put them in my hair when I've had a rough week. What do you think holds it up, slick?
Do you get some techniques to evade end satisfy commencing being stolen? I'd definitely be pleased about it. The weather will be excellent for spring wine tasting in Bettigen. Just passed CFA level1 I am on fire now to the top.
Stay on topic please. Don't corrupt something as sweet and innocent as a Big Mac with politics.
Translated back into Ukranian your post looks like this:
Ви отримуєте деякі методи, щоб уникнути кінця задовольнити починаючи крадіжки? Я безумовно радий цього приводу. Погода буде відмінно підходять для весни дегустація вин в Bettigen. Просто пройшло CFA level1 я у вогні тепер на самому верху.
About right?
Agree to disagree…red is smokin'
Do your shareholders and society a favor. Cut your menu to one item, coffee. If you need to run promotions; have box burning contests.
Jon sucks.
The redhead in the Wendy's commercials actually is Wendy Thomas…
Ukranian?, can we get that in the mother tongue, everyone east of Kiev.
It sounds like sitting in coach is the NKI…
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