Will Big Changes Fuel Turnaround At McDonald’s?

McDonald's Corporation (MCD) is expected to report second-quarter earnings today before markets open. MCD has missed both Estimize and Wall Street consensus for the past 5 consecutive quarters as consumers and investors' confidence shrinks. Estimize currently has 35 estimates for McDonalds, and is predicting an EPS figure of $1.25 compared to Wall Street's $1.23 estimate, both up from $1.01 last quarter. Estimize and Wall Street also predict revenues to increase from a figure of $5.959B last quarter. The Estimize consensus is $6.503B, again higher than the Wall Street consensus of $6.454B. For the last three quarters, both EPS and revenue growth has been negative, with EPS down double-digits.

 

What to Watch:

The Negatives:

  • Sluggish comps: negative guest traffic in its major segments
  • Food safety concerns in China (2014): Major deterrent to sales in Asia/Pacific, Middle East, & Africa.
  • Stronger : A multinational company located in over 100 countries
  • Competition: Healthier options from the fast casual segment, such as Chipotle Mexican Grill, are enticing a more health conscientious consumer and stealing market share.

    The Positives:

  • Menu innovation: The company has a successful value menu, recently extended beverage line, trimmed complicated menus, testing customized burgers & sandwiches, considering offering breakfast all-day items (tests of this in San Diego & Nashville have proved promising)
  • Stronger marketing strategies: more limited-time offerings
  • Faster service
  • New digital strategy and mobile technologies to lower costs
  • Increased franchising
  • Lower general and administrative expenses
  • There's no doubt that McDonald's has been working hard to improve customer satisfaction and increase guest traffic, we'll see if those efforts have paid off.

    (Photo Credit: Maryland Route 5)

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