McDonald’s Corporation (NYSE:MCD) going through its worst run in ten years

McDonald’s Corporation (NYSE:MCD) is going through the worst slump since its entrance into the fast food industry. It has been hit by a slow demand and health supplier scandal that involved supplication of expired meat to a McDonald’s (NYSE:MCD) franchise in China. In September, the company announced its worst dip since 2003; 3.2% in U.S and 7.3% in Asia, respectively. The overall slump was 3.7%. The company disclosed their earnings for the third quarters and things look worse than expected. Net revenue has fallen down by 30% from $1.52 to $1.07 billion.

McDonald’s Corporation (NYSE:MCD) owes this slump largely to health concerns and the trend of healthy eating. Consumers are wary of the quality of the food and the fact that fast food is not a very healthy meal option. McDonald’s Corporation (NYSE:MCD) has been largely focusing on celebrity driven campaigns to revive its sales, but that isn’t helping in any way. The other factor is the expired meat scandal in China that seems to have caused a very damaging impact on the company’s reputation. Since then, McDonald’s Corporation (NYSE:MCD) hasn’t done anything significant to cover up its losses, except spend lavishly on advertising campaigns and offer consumer promotions, but to no avail.

To gain back some of its lost glory, McDonald’s Corporation (NYSE:MCD) is now emphasizing on breakfast, considering the fact that it is the most important meal of the day. Perhaps the company has gotten wind of the fact that the consumers are looking for healthy food, rather than tons of meat and cholesterol. It has also doubled up its customer service, in a bid to be more reproductive and vigilant during busy hours.

It’s been quite some time since we have seen McDonald’s Corporation (NYSE:MCD) getting frantic. In its desperation, the company is coming up with strategies that may not be very wise to follow. The company is reducing prices and re-introducing offers that were very popular with the customers in the past. However, nothing seems to be working. The overall revenue for the company went down by 5%, while global sales came down 3.3%.

McDonald’s Corporation (NYSE:MCD) needs to focus on the real problem, rather than making hasty marketing decisions.

First of all, it has to rebuild it image, and associate itself with health food options. In light of recent health issues as a result of fatty food consumption, consumers are apprehensive of fast food consumption. Media has created a lot of awareness, and people are more conscious of food options that can have adverse effects. McDonald’s Corporation (NYSE:MCD) needs to shed its image of being a fast food outlet and must include healthy options on its menu as well.

McDonald’s Corporation (NYSE:MCD) needs to assure customers that it offers healthy food. If it wants to spend on advertising, then some medical organization or a renowned medical personality should be roped in to vouch for them. This will be the most effective advertisement campaign idea for McDonald’s Corporation (NYSE:MCD), in light of recent trouble it’s facing.