It's been a little puzzling hearing about a lot of aggressive discounting planned for McDonald's USA for the rest of year - puzzling because Owner/Operators are up against very weak sales in the 4th Quarter of 2009 caused by the failure of McCafe coffee drinks.
But Oak Brook management could see this European weakness coming and are attempting to spike USA sales. In other words, during a period where Owner/Operators might have been able to slow down on some of the discounting they are being asked to "step on it" to cover weakness elsewhere.
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It's been a little puzzling hearing about a lot of aggressive discounting planned for McDonald's USA for the rest of year - puzzling because Owner/Operators are up against very weak sales in the 4th Quarter of 2009 caused by the failure of McCafe coffee drinks.
But Oak Brook management could see this European weakness coming and are attempting to spike USA sales. In other words, during a period where Owner/Operators might have been able to slow down on some of the discounting they are being asked to "step on it" to cover weakness elsewhere.
mcd o/os do not make money chasing comp sales
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