McDonald’s has signaled a willingness to do more to promote its core menu items in the past two years, and the Big Mac is central to that core. The company’s stock has risen more than 10 percent since early November.
Investor expectations appear to be increasing when it comes to McDonald’s. But one operator told Kalinowski that the Big Mac promotion “should be a winner,” and expects the chain’s $1 coffee promotion to generate traffic. He also expects same-store sales to fall 1.9 percent in the first quarter of this year, in which the chain also runs up against difficult comparisons from the same period in 2016.
