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Big Macs go cold as young Americans drop McDonalds for tastier rivals
It is not just the worlds biggest burger chain; it is also a global emblem of American consumer capitalism. But these days the golden arches of McDonalds are looking a little tarnished. After a decade of relentless expansion, customers around the world dont seem to be lovin it any more.
Last week McDonalds revealed that worldwide sales dropped by 3.3% on last year in a set of results that went beyond Wall Streets worst nightmares and were swiftly characterised as atrocious.
Problems are piling up almost everywhere. In China, sales plunged by 23% after a food scare when local media showed workers apparently caught on camera at a local supplier, Shanghai Husi Food, claiming to use out-of-date beef and chicken in products destined for McDonalds and KFC.
In Europe, sales are down by 4%, mostly because of turmoil in Ukraine and the sour anti-western mood in Russia that has seen US companies caught in the political crossfire. Around 200 of McDonalds 450 restaurants in Russia are best price canada goose parka being investigated by health inspectors in apparently politically motivated food-safety checks. Ten have been closed.
But it is in the US, where McDonalds has around 40% of its restaurants, where the crisis runs deepest. Almost 60 years since Ray Kroc opened his first restaurant in Des Plaines, Illinois, consumers are losing their appetite for a Big Mac and fries.