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McDonald's Corp (MCD)
Mark Kalinowski

MCD: Franchisee Survey Commentary Highlights the “Burger Wars”

McDonald’s plans to release its second-quarter earnings before the market open on Monday, July 29th. Today we publish part two of two of the July 2024 edition of our proprietary McDonald’s Franchisee Survey. As part of this, we asked our franchisee contacts to provide some commentary about the value-oriented “burger wars” – including the $5 Meal Deal that McDonald’s rolled out nationwide back in late June.

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Restaurant Industry
Mark Kalinowski

Restaurants’ Rate of Market Share Gains Continues to Decelerate

Data out today from the U.S. Census shows that restaurants’ market share (with grocery stores/supermarkets making up the other component) was 56.2% in June 2024. Putting a silver lining on it, this 56.2% figure is only -10 basis points below the all-time monthly record. However, it’s up by only +60 basis points year-over-year. This is the lowest year-over-year market-share gain for the restaurant industry since a +20 basis-point gain attained in July 2022.

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Restaurant Industry
Mark Kalinowski

Kalinowski Restaurant Industry Same-Store Sales Index for Q2 Shows Top-Line Challenges

With this report, we update our data-driven Kalinowski Restaurant Industry Index for Q2 2024 to +1.8%. This is the second-lowest quarterly showing since Q4 2020’s -2.2% — and that quarter was hit in part by the pandemic. Excluding last quarter’s (Q1 2024’s) +0.9% result, and looking at quarters not affected by the pandemic, we have to go back to Q4 2016’s weak +0.6% number to find a quarter as sluggish as Q2 2024 was. Clearly, some meaningful portion of consumers are modifying their restaurant spending habits. Multiple large restaurant companies have indicated that consumers from lower-income households, in particular, are becoming more conservative in their approach to restaurants.

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