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#Business : McDonald’s sales continue to fall




McDonald’s sales continue to fall .


A growing number of Americans appear to be so over McDonald’s.


The fast-food chain reported on Monday that US same-store sales fell 4.6 percent in November — leaving its same-store sales in the first 11 months of the year down 2.3 percent.


That’s on top of a 0.3 percent same-store sales decline last year, after more than a decade of growth.


The problem appears to be that millennials, the chain’s core customers who once seemed to have an insatiable appetite for Big Macs and fries, who are now graduated to fast-casual chains like Chipotle Mexican Grill.


Same-store sales at Chipotle soared 17 percent in the first nine months of the year — after growing 5.6 percent last year and 7.1 percent in 2012.


Investors hungry for profits have been getting nothing but agita from McDonald’s this year — its shares have slipped 4.0 percent in 2014, including 3.4 percent Monday morning.


Chipotle shares are up 24 percent in 2014.


And perhaps even worse, McDonald’s brass appears to be a bit clueless about solving the problem.


“Today’s consumers increasingly demand more choice, convenience and value in their dining out experience,” McDonald’s CEO Don Thompson said in a statement accompanying the disappointing November sales totals.


But while it hopes more choice will bring back customers, two sentences later in the statement it said was hoping to “simplify” its menu.


Certainly, McDonald’s isn’t the only fast-food chain stung by American’s changing eating habits.


Burger King’s same-store sales fell 0.9 percent in the US last year — but have recovered a bit in the first nine months of 2014, rising an anemic 1.4 percent.

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