McDonald's, the fast food giant, is going through a difficult situation in the United States. Over the past year, the brand has faced growing criticism for raising its menu prices amid inflation, which has affected its relationship with consumers.
Despite efforts to regain ground with changes to its menu and new offers, the results haven't been positive. In the first quarter of 2025, McDonald's comparable sales in the U.S. fell by 3.6% year over year, and the number of customers visiting its restaurants decreased by 2.6%. This drop is a clear reflection of a highly competitive market, where Burger King is favored by the significant weakness of its main competitor.
The impact of inflation and economic uncertainty
McDonald's CEO, Chris Kempczinski, explained that inflation and economic anxiety were key factors that contributed to the decline in sales. "We knew that 2025 would be a difficult year for the restaurant industry due to economic uncertainty," he commented. McDonald's has tried to adjust its strategy, but the effects of inflation continue to weigh on its performance.
Amid this crisis, McDonald's faces another major challenge. The chain will be the target of a boycott organized by the People's Union of the U.S., which will take place between June 24 and 30. This group has led protests against large corporations and now focuses its attention on the fast food giant.
The boycott: What motivates it?
The group justifies its boycott for various reasons, including high prices and McDonald's tax practices. It claims that the company pays less in taxes than the employees who serve its products, which generates outrage among workers and consumers. In addition, they accuse the chain of using legal loopholes to avoid its responsibility while pushing against higher wages and better working conditions.
In addition to tax issues, the group denounces exploitation in McDonald's global supply chains. In their view, these practices contribute to deforestation and labor exploitation. These accusations have fueled discontent toward the brand, which could create even more difficulties in the short term.
The competition celebrates McDonald's decline
While McDonald's struggles to regain its place in the market, Burger King watches from a distance. Throughout this period, the burger chain has taken advantage of the situation to position itself as a more attractive alternative for consumers. In fact, Burger King has benefited from the criticism of McDonald's, standing out for its competitive offers and more affordable prices.
This contrast in the behavior of both chains reflects an opportunity for Burger King, which could capture more customers in the coming months. If McDonald's doesn't manage to reverse its situation, the competition could keep gaining ground.