It's not been a good year for one of the world's most well-known fast food chains. Although it has always been a benchmark for millions of consumers, the current situation has put McDonald’s against the ropes in its own territory. Everything suggests that neither the deals nor the new menus are managing to reverse the negative trend.
In the first months of 2025, sales in the United States fell by 3.6% compared to the same period the previous year. On top of that, there was a 3% drop in its operating income, according to the latest financial report for the first quarter. To make matters worse, the number of customers visiting its locations decreased by 2.6%, according to data from Placer.ai.
Inflation, crisis and scandals
McDonald’s CEO Chris Kempczinski stated during the May 1 earnings call that inflation and economic uncertainty are affecting consumption. He said that they knew 2025 was going to be a complicated year, but geopolitical conflicts and the climate of instability have made it worse than expected. In October last year, the company also suffered a temporary E coli outbreak in some locations, which scared away more customers.
Over the past year, many consumers have expressed their discomfort with the rising prices on the menus. A simple combo like the McDouble can cost more than desired in several states. Although McDonald’s has tried to attract customers with promotions, the effects have been limited, and the price increases have created the perception that they're overcharging.
A new threat for the chain
These problems are compounded by an action that hits its numbers even harder: a nationwide boycott. Between June 24 and 30, the organization The People’s Union USA called for a boycott against McDonald’s, according to The Street.
This group has already led similar actions against giants like Amazon, Walmart, or Target. The main argument is that the company "pays less taxes than its own workers," according to its founder John Schwarz.
Schwarz has also accused McDonald’s of having raised prices abusively while keeping record profits. He also claims that the company has a long history of anti-union practices and labor exploitation.
"They use franchises as a legal shield to avoid direct responsibilities," he wrote in an Instagram post. The activist also denounces the chain's environmental impact and its use of inclusive image campaigns that, according to him, aren't reflected in its political actions.
This wave of boycotts isn't isolated. According to a CLYDE/Ipsos study, 53% of Americans say they'd stop buying a company's products if it supports causes they don't agree with. In that context, McDonald’s seems to have lost the favor of many, in a country where protest is also expressed with the wallet.