“New Year, New Me” — that’s what McDonald’sMCD

wishes for after a whirlwind 2024. Despite moments in the limelight — like Trump serving up French fries and a distinctive visit from the CEO assassin — the fast food goliath has struggled since reaching record highs last year, a product of a weaker consumer and other mishaps.

• This year, revenues rose only 2.7% (compared with 9% in 2023), while profits and margins fell year-over-year — investors let that performance weigh on the stock, withMCD
  rising just 1%.
• A recent E. coli outbreak compounded struggles, costing the brand at least $100M in damage control after sickening 100+ customers impacted sales — and the company took an aggressive stance against alleged beef price manipulation, filing a lawsuit against major meatpackers.

Behind the golden arches: Despite an industry-wide downturn, the $5 meal deal strategy has shown early success in attracting price-sensitive customers, particularly lower-income consumers who had previously dropped out of the market. With the promotion constantly extended, the company’s secret sauce for recovery apparently lies in the value menu — supersized with a side of patience.