McDonald's says a global sales figure fell 2.5 percent in July, dragged down by persistent weakness in the U.S. and a food safety scare in China.
(In) the U.S., McDonald's has failed to boost sales since October amid intensifying competition and shifting eating habits. The drop in July came despite its sponsorship of the World Cup.
Part of the problem is that chains like Chipotle are gaining favor by touting more wholesome ingredients and the ability to customize food. McDonald's is trying to adapt on multiple fronts, including a "Build-Your-Own-Burger" test in Southern California and a new Bacon Clubhouse burger positioned as a premium offering at $5 or $6.