Survey: McDonald's franchisees report dire outlook Print
Thursday, 17 July 2014 11:18

NRN.com - A group of 27 McDonald’s owner-operators representing 231 domestic restaurants have given the most pessimistic outlook for the next six months of business in the history of Janney Capital Markets’ quarterly McDonald’s Franchisee Survey, placing a majority of the blame on the brand’s senior leadership.

Janney’s restaurant analyst, Mark Kalinowski, wrote in a research note that the franchisees surveyed on their six-month outlook gave an average rating of 1.84 on a scale of 1 to 5, in which 1 means “poor” and 5 means “excellent.” Nine of the 27 respondents rated their outlook at 1, and no franchisees indicated their outlook was a 5.

“This 1.84 number is meaningfully below the 2.9 average result over the history of the survey and below the 2.21 result from three months ago,” Kalinowski wrote. “Indeed, this result becomes the worst ever in our decade plus of conducting this survey, even lower than the previous low score of 1.89 from six months ago.” Continue

Last Updated on Thursday, 17 July 2014 11:20