Fewer customers were eating at McDonald’s a few days after significant E contamination. coli in the United States, but this situation would not be the only one that would explain the drop in fast-food restaurant attendance.
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Nearly 75 people were infected with the bacteria in the western United States after eating onions from a Quarter Pounder hamburger at McDonald’s.
Since this event, customer visits to the fast food chain have decreased by 18% nationwide, according to CNN, which is based on a site that counts entries into businesses.
“When you start to be worried, everyone becomes worried. This situation is snowballing, so it explains the drop in traffic,” explained Jean-Luc Geha, director of the Sales Institute at HEC Montréal, in an interview with LCN on Tuesday.
However, contamination would only be the “icing on the sundae” on a problem that has lasted longer: that of rising prices.
“The prices are too high, it is becoming expensive to go and eat fast food,” said Mr. Geha. “People have less discretionary money so they’re a little more careful.”
The American giant, however, has planned ahead by bringing back its McValeur meals, which are priced at less than $5.
According to RJ O’Brien’s market strategist, Simon Brière, the most important issue for the restaurant chain is the affordability of meals.
In interview on the show On your businessthe expert estimated that the drop in traffic at McDonald’s is linked to the current economy.
“I think the biggest issue is the affordability of meals (…) It had to be beautiful, good, inexpensive. But there, it is no longer cheap», explains Mr. Brière.
The expert also says that he does not know if the significant contamination in the United States will prevent consumers from returning to the American giant.
Regarding the contamination, the director of the Sales Institute at HEC Montreal, Jean-Luc Geha, judges that McDonald’s was able to manage the situation by being transparent.
“You have to communicate, but it takes a little time until people forget and move on,” he recalled.
