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McDonald's fights to win back customers as sales fall

McDonald's reported falling earnings and sales for its fourth quarter on Friday as customers dwindled worldwide. In hopes of changing negative perceptions about its food, McDonald's recently invited customers to ask questions about its ingredients and sourcing and launched a new marketing campaign. 

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    A McDonald's restaurant in New York's Times Square. McDonald's reported a drop in earnings and sales during its fourth quarter on Friday, Jan. 23, 2015.
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McDonald's isn't lovin' it, and it's going to do something about it.

The world's largest hamburger chain reported falling earnings and sales for its fourth quarter on Friday and says it is going to take action this year to bring customers back.

The Oak Brook, Illinois, company's stock rose slightly in Friday premarket trading because it's earnings beat Wall Street expectations.

For the period ended Dec. 31, McDonald's earned $1.1 billion, or $1.13 per share. That compares with $1.4 billion, or $1.40 per share, a year earlier.

Excluding 9 cents per share for a supplier issue, earnings were $1.22 per share.

The results beat Wall Street expectations. The average estimate of analysts surveyed by Zacks Investment Research was for earnings of $1.20 per share.

Revenue fell to $6.57 billion from $7.09 billion. This fell short of the $6.73 billion that analysts polled by Zacks expected.

Sales at locations open at least 13 months edged down 0.9 percent on weaker traffic. In the U.S., the metric declined 1.7 percent on fewer customer visits, tough competition and increased expenses.

Since late 2012, McDonald's has twice replaced the president of its flagship U.S. division while fighting to hold onto customers. The company is dealing with competition on a number of fronts, including convenience stores that are selling more food and smaller chains that market themselves as being of higher quality.

In hopes of changing negative perceptions about its food, McDonald's recently invited customers to ask questions about its ingredients and sourcing. It also launched a new marketing campaign intended to play up the "loving" in its "I'm Lovin' It" slogan and associate its name with that positive emotion.

The company is also trying to simplify its menu, and offer people greater flexibility in customizing orders. It plans to offer an option that lets people build their own burgers on a touchscreen in 2,000 of its 14,000 restaurants sometime this year.

McDonald's said Friday that its U.S. business is evolving to a more "customer-led" organization. Aside from menu simplification, it plans to focus more on local customer tastes and preferences.

In Europe, sales at locations open at least 13 months fell 1.1 percent in Europe and dropped 4.8 percent in the Asia-Pacific, Middle East and Africa segment due to the ongoing impact of the supplier issue on sales and profitability in China, Japan and some other markets.

Last year an undercover TV report in China showed one of McDonald's major suppliers repackaging meat that was alleged to be expired. The claim has not been publicly confirmed by the supplier or the government. The plant stopped operations, and many of McDonald's restaurants in the country were left unable to sell burgers, chicken nuggets and other items. The chain's reputation took a hit as well.

Shares of McDonald's Corp. gained 22 cents to $91.11 before the market open.

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