The fast food chain McDonald's sales declined on its home turf in the USA during the fourth quarter. This in connection with the E-coli outbreak that affected several of the chain's fast food outlets last autumn and, among other things, claimed a life. The company's customers have also chosen not to buy as much as before during their visits, reports McDonald's in connection with its financial report.
During the summer, the chain chose to launch a discounted menu that became a major success. The problem, however, has been that customers have opted for the budget version to an excessive extent and not bought any extras. For the period October-December, sales in the USA fell by 1.4 percent compared to the same period the previous year.
The company's profit also decreased, and revenues were furthermore lower than market expectations.
