NEW YORK — McDonald’s is fighting to hold onto its customers, and all that snow didn’t help.
The world’s biggest hamburger chain said Monday sales fell 1.4 percent in February at established U.S. eateries. It blamed harsh winter weather, but conceded that “challenging industry dynamics” also played a role. After years of outperforming its rivals, McDonald’s has been struggling to boost sales as people flock to places like Chipotle and Five Guys Burgers and Fries.
Those chains have popped up quickly across the United States by positioning themselves as a step up from traditional fast food in terms of quality, for a little extra money. Diners can dictate exactly what toppings they want.