According to the latest fourth quarter 2019 McDonald’s report, the underlying problem of declining customer traffic is persistent. At some point, to increase revenues relying on average check on a shrinking customer base will require the average customer to spend $20 per transaction. What is more troubling about declining customer frequency is there do not appear to be any solutions coming from Corporate. Worried analysts know that relying on increasing average check with a declining customer base is dangerous. For the past several years, the three pillars of the McDonald’s strategy have been delivery, digital and Experience of the Future.

Source: Forbes February 10, 2020 12:45 UTC