The best times for McDonald's seem increasingly distant: the US giant, for the second time in two years, has removed the head of its US division, while the drop in sales and net profit, both in the US and in Europe, appears now unstoppable.
The geopolitical relations with China and Russia and the growing health trend weigh on the fortunes of McDonald's, as well as the abandonment of young people up to 21 years of age (-12,9%). The fast food company reported a 1% year-on-year decline in net income in the second quarter of 2014. A small decline, but one that represents the steepest contraction faced by the group since 2003, while revenues suffered a decrease of 1,5%. The task assigned to the new head of the US division, Mike Andres, called upon to relaunch the company, seems decidedly difficult.
