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market share, but is still struggling with weakness of the European economy as a whole environment."Therefore, the sales worldwide poor is not surprising, McDonald's profitability in the first quarter fell by 28%. According to such developments, the future of McDonald's sales may fall further." Wu Yun told the " International Finance News "reporter.For this market capitalization of $ 72 billion hamburger giant, now the situation ironic. Admittedly, McDonald's is "big man" Western-style fast-food market, which opened in 130 countries worldwide 38,000 branches employs two million workers a day to provide services for 68 million people worldwide. Nevertheless, they can not stop diners and investors have invested in higher quality, more fun Shake Shack, Five Guys Burgers and Fries, In and Out Burger and Smashburger new markets such as those of the arms.However, McDonald did not sit still, it is the first move it under the "retreat." In the firstthree months, McDonald's efforts to further increase the closed shop in the United States, Canada, closed more than 350 stores. Earlier, McDonald's announced in Japan closed 130 stores, as well as in China underperforming stores. According to US media reports, McDonald's plans to close this year on a global scale at least 900 chain restaurants.Page 37of 51
For specific reasons for closed shop, McDonald's China public relations official said, community district domestic structural change, some of the district in the past ten years of development in the commercial center of the city may have experienced replacement location, traffic conversion, rent and other floating process direct impact on the effectiveness of restaurant performance. Thus, to close these underperforming restaurants, in the long run, more conducive to McDonald's healthy and steady development.However, the Chinese food business researcher Zhu Dan Peng believes that poor closed stores, McDonald's brand will have a certain impact. "Move off store visual impression to consumers that is not doing good business closed shop before making a choice."In response, McDonald's China-related person in charge frankly, in the Chinese market, fierce competition, rising raw material costs, rental costs, etc., are real factors in the development of the face. "But we remain very optimistic about the prospects for the development of the Chinese market."Personnel changesUnder such circumstances, it is hoped that the new McDonald's to have a new atmosphere, and the management reshuffle natural "traditional retention project." In August last year, McDonald's announced the US market first personnel changes, the appointment of Mike Andres (Mike Andres) for the US president, succeeding the Page 38of 51
retiring Jeff Stratton (Jeff Stratton), since 2014 10 from March 15 to take effect. This reporter has learned that this is the second time within two years, McDonald's US operations to replace the person in charge, in order to change the local market decadent situation.