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Dismal end to year, as McDonald’s fourth quarter income falls 20pc

Jon Condon, 24 January 2015

It wasn’t that long back that McDonald’s was held up as an example for marketing students to study and admire – a company keenly in touch with its customers, sensing new trends and consumer attitudes almost before they took root. But that reputation now looks to be in tatters, as its 2014 financial year performance suggests McDonald’s has increasingly become out of step with modern day consumers.

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