Tough competition in the U.S. and the weakening economy abroad was a double whammy for McDonald’s in the third quarter, sending the burger chain’s net income down nearly 4 percent.
McDonald’s said it was adjusting some of its plans to deal with the pressures, including stepping up advertising for its dollar menu and bringing back the popular McRib sandwich nationally in December to drive traffic into U.S. stores.
“When economic crisis began in 2008, few people thought the environment would still be as uncertain and fragile as it is today,” said CEO Don Thompson. “It is clear, however, that this operating environment is the new normal.”
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