Is Menu Simplification Hurting McDonald’s?

July 23, 2015

McDonald’s Corp. President-CEO Steve Easterbrook boldly predicted the company’s now-seven-quarter-long string of down quarters globally will end in Q3. It came close in Q2: same-store sales were down just 0.7% in the quarter ended June 30, 2015. Certainly it helps to be lapping past declines, but the vow reflected his confidence that the turnaround he was brought in to engineer has begun. He cited several major markets showing sales and customer-traffic improvement.

Sirloin Third Pound burger sales didn’t meet expectations in Q2.

But the U.S. business continues to lag other major markets. Domestic same-store sales were down 4% for Q2,…