CEO Quits as McDonald’s Earnings Meltdown Made 2014 One of its Worst Years Ever

January 29, 2015   |   Jonathan Schoenfeld

Jonathan Schoenfeld
January 29, 2015

(ANTIMEDIA) McDonald’s is struggling to meet annual sales expectations. Their sales have dropped 15% to $4.7bn, making 2014 one of the worst years in the company’s history. Global sales declined by 7% to $6.5bn compared to $7.1bn in 2013, below analysts’ expectations of $6.7bn.

McDonald’s president and chief executive Don Thompson says that sale decline was due to “unforeseen events” and “weak operating performance”. Thompson has since stepped down as CEO of the company amid this earnings meltdown.

Weak operating performance could be attributed to lack of motivation by McDonald’s underpaid workers. While the president of McDonald’s says the company is losing customers due to unforeseen events and weak operating performance, the more logical explanation can be attributed to McDonald’s “junk food” image.

McDonald’s has made efforts to diffuse its junk food image by adding “healthy food” options such as mandarin oranges, cucumber, and gnocchi. McDonald’s also tried to refresh its image with new commercial marketing which was rejected by the public and criticized on twitter. Apparently Americans aren’t “lovin’ it.”

“The campaign quickly backfired as many viewers took to Twitter to criticize the fast-food company for presenting itself as being part of the community while continuing to pay its workers poverty-level wages.”

Inevitably it seems to be too little too late for McDonald’s. The company is continuing to lose fast food customers to up and coming alternatives and healthier lifestyles. There’s a growing awareness that processed foods with unnatural growing and breeding methods are hazardous to human health and the environment.


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Author: Jonathan Schoenfeld

Jonathan Schoenfeld joined Anti-Media as an independent journalist in August of 2014. His topics of interest include acupuncture, herbal medicine, massage therapy, health, and technology. He resides in San Diego, California, where he was born and raised.

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53 Comments

  1. I eat junk food….I like junk food…..but I BOYCOTT businesses that refuse to pay their workers a decent wage…..fast food does not get my money any more….and yes, I'm willing to pay 50 cents more for a burger so the lady preparing it can feed her kid…..

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  2. Burn burn Babylon

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  3. The sad thing is that they would have to raise the price around 3 cent to give EVERY WORKER A LIVING WAGE. Fuck corporatism.

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  4. The sad thing is they don't have to raise prices at all. They don't even have to raise payroll. Just put a hold on raises for the highest earners for one year and it's covered.

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  5. The sad thing is they don't have to raise prices at all. They don't even have to raise payroll. Just put a hold on raises for the highest earners for one year and it's covered.

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  6. Ha Love it, guess what happens when you alienate customers and your products are cheap crap. You lose.

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  7. i would still eat there if they could get my order correct and the frys were still hot. cold French fries and cashiers that can't understand English well enough to get the order correct sends me to other establishments.

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  8. Also their food smells like someone farted into a bag. The saddest part is on the RARE occasion I stop for a BEC mgriddle ALL I see is older people stuffing themselves with burgers at 6am. The people are hooked on the food that is TERRIBLE for them at their age like drugs. Fast and convenient is destroying humanity.

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  9. Check out ConAgra that owns numerous food brand labels. Their marketing caters to a "grab-n-run approach to eating. Instead of being nutritional leaders they cow tow to the markets.

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  10. Check out ConAgra that owns numerous food brand labels. Their marketing caters to a "grab-n-run approach to eating. Instead of being nutritional leaders they cow tow to the markets.

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  11. GI cancer to be specific. Last CEO went that way.

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  12. GI cancer to be specific. Last CEO went that way.

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  13. Here's a thought. Go to school, learn a trade, EARN a living wage. Give those min wage jobs back to the teenagers who need some gas money… that's what they were invented for! They were NEVER meant to be a LIVING wage. Anyone who complains is simply too lazy to do what they need to be worthy of the wage they want. Good grief people… get off the bus. Oh yeah… boycott the business… so it gets what it deserves and closes… and all its workers get thrown out into the street so a bad wage becomes NO wage… really, really good idea!

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  14. The service is the worst. The wait times are crazy for fast food and they always seem to be out of fries. It's ridiculus. Quit going last year never again!

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  15. If those jobs are meant for teenagers to earn "gas money", why are the open during school hours? and open til 2-3-4 in the morning, well past the 10 p.m. legal limit that students are permitted to work? No, you are mistaken….fast food jobs demand a long skill set and strenuous back-breaking labor. there is a whole lot more to it than "flippin' burgers" and deserves a decent pay….but you go ahead and keep sippin' the tea with your McDouble….

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  16. That's funny, because after the Great Recession college graduates have ended up at McDonald's. What's your advice now, hmm? Are you one of those lucky people in your bubble who wasn't affected by the recession? I know WAY too many un and under employed 20 somethings.

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  17. Lori Lowe See exactly

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  18. Finally people are seeing how cancerous their food are it only took many generations. The younger people will make a lot of wiser and healthier food decisions

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  19. I don't even know where to begin with the insensitivity you have behind your wall of privilege.

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  20. Chuck Schwinger For seniors who need a little extra or just want to get out of the house… or college kids who're looking to pick up a little extra to help with tuition… those kind of ppl.

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  21. Chuck Schwinger For seniors who need a little extra or just want to get out of the house… or college kids who're looking to pick up a little extra to help with tuition… those kind of ppl.

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  22. Christopher Seaslug I'm a realist Christopher. I'm tired of "privileged" babies whining about how they somehow deserve more just because they're having a hard time living on what they make. Each and every one of them sat in front of a hiring manager and, when told what the pay was, said, "That'll be fine". That's a contract. That's why I have zero sympathy. There are also measures they could take to make what they make work for 'em… but they won't. You can go to a CC and, if you really commit, can come out with a marketable skill that will move you into the 30K/yr bracket… immediately. So, I guess my question to you Christopher, is how do I begin to address your insensitivity toward the future of these workers behind your wall of entitlement?

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  23. Becky Rogers Wiren My advice is to work on a degree, OR TRADE that is actually needed… For instance, there's not much market for a college graduate with a degree in library science… or film appreciation. There is, however, a severe shortage of health care professionals, engineering, and IT. Game design and digital forensics are big… Also, a city on the west coast needed a bridge built… local companies didn't even bid because they didn't have any welders who could do the job. $30k to start after a 2 year course at a CC. Plumbers, electricians, all needed. My plumber makes 45k a year… There's a company in Vegas, needs heavy equipment technician… 50k to start… will send to school… could be earning 100k after 2 years.

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  24. Strenuous work….a LONG skill set??!!??? You would think you were talking about a welder or steel worker! Stfu! It's mindless DRONE work, no skill set needed, and yes it's a starter job. Not a career job. How about this, how about putting those 'skilled' workers back into trades and factories where they belong, and college KIDS 's and high schoolers back into fast food where they belong.

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  25. Jim Lemerand President Roosevelt said it better than I ever could, but I'll paraphrase the best as I can….."Any business that depends for it's survival on paying less than a LIVING WAGE has no right to exist in this nation…A living wage not being the wage of survival but the wages of a decent living" He said this on the occasion of signing the Federal Minimum Wage Law….That is the INTENT of minimum wage, that any American who WORKS FULL TIME can live decently….regardless of the industry….

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  26. Becky Rogers Wiren "The Great Recession" is putting it so nicely…..lets call it what it really was….the greatest theft of wealth from an economy in the history of humankind…oh, don't forget to blame it on the black guy….

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  27. Anthony Lombardi loading and unloading trucks, stocking refrigerators freezers and storerooms, changing hot filthy fryers, sweeping, mopping lobby, cleaning bathrooms, haauling out trash and garbage, sweeping parking lots…washing and sanitizing pots, pans, utensils, handling cash, dealing with nasty, impatient customers, rotating inventory. maintaining sanitary prep tables…monitoring temperatures, hot and cold, cleaning soda systems…changing soda gas and syrup tanks….scrubbing griddles….ALL AT THE SAME TIME…

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  28. Anthony Lombardi loading and unloading trucks, stocking refrigerators freezers and storerooms, changing hot filthy fryers, sweeping, mopping lobby, cleaning bathrooms, haauling out trash and garbage, sweeping parking lots…washing and sanitizing pots, pans, utensils, handling cash, dealing with nasty, impatient customers, rotating inventory. maintaining sanitary prep tables…monitoring temperatures, hot and cold, cleaning soda systems…changing soda gas and syrup tanks….scrubbing griddles….ALL AT THE SAME TIME…

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  29. Statistically there is a higher need, and number of jobs, available in fast food and restaurants in general. There aren't enough higher paying jobs for everyone.

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  30. Stop selling acid washed beef because it's so cheap for you to buy that it's been good for your bottom line for years! Clearly you have no concern for your customers or their children which you work so hard to solicit.

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  31. Fast food wasn't created for jobs. It was created so people could sell cheap food and make a good profit. No one deserves to work strenuously and not be able to live.

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  32. Chuck Schwinger fine Chuck… but it's all relative. First, you need to define a "living wage". To a high schooler living at home, $8 an hour is a sinful amount of money. They have a more than decent living… he's living pretty high on the hog. They can buy a car, hang out with their friends… even put money away for school. To a retired person, it may just be "mad money" to spend on a vacation… a reason to get out of the house. To someone with 5 kids and a $1000 a month house payment, it isn't. But it's not the responsibility of the employer to ensure you can live like you want to. It's yours… so, if you want to make a wage that is a "living wage" to you, go to school and learn a trade that pays that wage. Now, as far as Teddy goes. He also believed in white supremacy… so… things do change.

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  33. Jim Lemerand I'm not furthering an argument over the internet; you're the big winner.

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  34. Chuck Schwinger Don't even tell me about the bathrooms Chuck. Used to be you could eat of the floor of a McD's bathroom… now, most I use remind me of rest stop bathrooms on the freeway.

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  35. Think about what you're saying people. Did you read the article? They're losing money… Do you think all you need to do is pay $20 an hour and all of a sudden people will go out of their way to buy a burger? Have you added the additional taxes the franchisee would hafta pay on the increased wage? Have you bothered to research the financials of a typical franchise owner? Until you have, while it sounds good, it's actually no more than a talking point…

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  36. You're a moron!!!! People like you should try to live and raise a family on min wage! Smh at your dumb ass! Such a fool!!

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  37. Jim, people are working hard and still not earning a livable wage. The problem is we have lost all of our middle-class jobs because the corporations have shipped them off to countries that don't have labor laws, minimum wage laws, health laws, or child labor laws. All we're left with are high-skilled jobs and low-skilled jobs. And now we have college graduates competing for the low wage jobs because that's all that's available to them. And if you don't have the means to go to school and earn a degree? Well, I guess it sucks to be in the majority here.

    I am so sick of assholes like you claiming that everyone is too lazy to earn enough…. this opinion makes you look like a myopic asshat.

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  38. Jim, people are working hard and still not earning a livable wage. The problem is we have lost all of our middle-class jobs because the corporations have shipped them off to countries that don't have labor laws, minimum wage laws, health laws, or child labor laws. All we're left with are high-skilled jobs and low-skilled jobs. And now we have college graduates competing for the low wage jobs because that's all that's available to them. And if you don't have the means to go to school and earn a degree? Well, I guess it sucks to be in the majority here.

    I am so sick of assholes like you claiming that everyone is too lazy to earn enough…. this opinion makes you look like a myopic asshat.

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  39. Here's another thought, let's go back to making the richest 1% pay their fair share in taxes. We should be putting people to work to rebuild our crumbling infrastructure. I live in the city where the 35W bridge collapsed because the bridge was so old and never designed to withstand the amount of traffic it was subjected to. A survey of infrastructure around the country shows that another disaster like that one was is bound to happen again unless we get to work fixing things. Many of our bridges were built in the 40s, 50s, and 60s and are falling apart… we could see an expanding middle class once again just by getting our 'house' back in order. So, take your asinine statements back and STFU.

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  40. Yeah like I said barely hard work Simply drone work. Want 5 kids? Make sure you have the money and skills to pay for them. It's starter work not a career.

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  41. I don't go often to MacDonald About. 6 months ago QB Meal was $5 w/tax . Yesterday it was $6.30 w/ tax . I'm sure the employees didn't get a raise from the over dollar increase in much of menu items.

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  42. I don't go often to MacDonald About. 6 months ago QB Meal was $5 w/tax . Yesterday it was $6.30 w/ tax . I'm sure the employees didn't get a raise from the over dollar increase in much of menu items.

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  43. Since I am an elder on Social Security I would like to put my opinion out there. My son-in-law worked 3 jobs to take care of his family. They didn't have everything brand new but they did okay. He has stayed with it for aost 30 years. Now he holds down one job and is out of town thee 5 days he works. He has never complained, nor have any of his family. They are all healthy, happy, and very close. I get $24,000 a year on Social Security and when I retired I was making $31 an hour plus benefits. Do you really think at the age of 18 you should make more a year than i receive in Social Security after busting my as for 50+ years? And they say that I make to much to get any assistance. Youngsters need to wake up to the real world and not the world they see thru rose colored glasses purchased for them by their hard working parents.

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  44. So i guess you dont shop at walmart either

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  45. Lori Lowe See Ooh. You nailed it sister. It wouldn't even give them a twinge in the pocketbook–but boy would it set a dangerous precedent for the rest of 'em!

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  46. My god they only made 5 billion last year, how will they ever get by on that I feel so bad for these executives…explain to me again why you pay your employees the absolute minimum you have to by law?

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  47. Jim Lemerand i thought about "living wage" for a coupla days, so lets see….40 hrs at McDonalds at $8 an hour nets you MAYBE $290 a week….Lets assume a single male with no children, or wife to support….He rents a crappy room, in a rooming house….$120 a week….Buys a bus pass, $25 a week…He does eat, so lets give him a generous $12 a day for food so $84 a week…he washes his clothes at the laundymat, say $10 a week…he has a Metro cell phone that costs him $10 a week…He has a savings account and puts in $10 a week…He buys toiletries, $5 a week….and on friday night, he buys a 12 pack of Miller Lite for $10 a week….That's $274 a week….so yeah, He's living…..But is that a decent living? It leaves nothing for healthcare, replacing clothes or shoes, entertainment of any kind….so, is it even a life?"

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