The company shifts focus as low consumer confidence and sluggish economy persist
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Mark Brandau
McDonald’s Corp. will respond to the company’s decline in profit in the second quarter with increased marketing around value, company officials said in a call with analysts on Monday.
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McDonald’s has managed its business through sluggish economies in its largest markets before, said new chief executive Don Thompson, but the second quarter of 2012 was one of the first times in recent memory that such a severe slowdown seemed to spread everywhere the brand operates.
“Now is the time to focus on guest count growth and market share gain,” Thompson said. “We go hard at tha...
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