McDonald’s (MCD) is prioritizing coffee-focused visits in order to boost U.S. sales as MCD stock is down 1% in early afternoon trading Wednesday.
The fast food chain took a massive hit last quarter with U.S. same-store sales falling 1.4%. McDonald’s has been doing well with some of its McCafe selections but its premium hot espresso drinks have not.
Industry expert Howard Penney says that McDonald’s has suffered from trying to look and feel like Starbucks (SBUX). He added that the chain thrives on fast service, and elaborate coffee drinks tend to slow down serving time.
MCD stock is down close to 4% YTD.