McDonald's Corporation (MCD)

Why value needs to be the main focus for fast food restaurants

As inflationary pressures mount, consumer spending has shown signs of slowing, with fast-food and fast-casual dining chains feeling the pinch. Joining Market Domination to discuss the importance of value within the restaurant industry are Bernstein Senior Analyst for U.S. Restaurants Danilo Gargiulo and UBS Executive Director of Equity Research Dennis Geiger. Gargiulo acknowledges that attracting customers has become "incrementally harder," with "traffic slowing down across the entire industry." He emphasizes that chains need to "be mindful" of ensuring value is a core component of their offerings. However, for giants like McDonald's (MCD), which operate under a franchise model, the question of profitability for individual franchisees and aligning their interests arises. Geiger echoes the sentiment, noting "an industry slowdown" within the quick-service restaurant and fast-food sectors. He attributes this trend to a variety of factors, including price increases, the broader inflationary environment, and even tightening consumer budgets. Regardless of the root causes, Geiger asserts that "there's softness" in consumer demand, particularly among lower-income consumers. For more expert insight and the latest market action, click here to watch this full episode of Market Domination. Editor's note: This article was written by Angel Smith