The Turnaround Plan of Mcdonald's: A Long Way to Go

This case won the second prize in 2016 John Molson MBA Case Writing Competition



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PLAN TO FIX

In April 2015, McDonald’s Corporation (McDonald’s), one of the world’s leading fast food restaurant companies, announced that its revenue had fallen by 11% to US$ 5.96 billion in the first quarter of 2015 and that profits had dropped to US$ 812 million from US$ 1.2 billion in the first quarter of 2014. Worldwide, same-store sales fell by 2%, the figure being 8.3% in the Asia Pacific, the Middle East and Africa and 2.6% in the US. This was a continuation of the company’s bad performance in 2014, the year called ‘the Lost Year’, when for the first time since 2002, it reported a decline in global same store sales...

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