McDonald's Aims For More Value As Customer Visits Fall During E. Coli Outbreak

McDonald's is still reeling from the latest outbreak of E. coli. The Quarter Pounder has returned to the menu without onions as the veg sourced from supplier Taylor Farms is thought to be the culprit behind the foodborne illnesses that affected folks across the country. However, customers are still wary of visiting the restaurant. While it was first reported that 49 people had become ill from consuming McDonald's Quarter Pounders, as per the CDC, that number has now risen to 75, including one death in Colorado.

Since the initial news spread about E. coli infections, foot traffic at McDonald's has declined. The day after the first reports came out, sales dropped by 6.4% nationwide. The next day, that number fell to 9%, then 10% the day after.

However, McDonald's CEO Chris Kempczinski is confident that the company is ready to right the ship. On a call with investors on Tuesday, he said that "We stand ready to do more, if we need to, to make sure that we are bringing the full resources of McDonald's to bear to re-engage the customer" (via CNN). Part of that plan involves extending a popular value deal the restaurant released earlier this year, in the hopes that savings will bring customers back in the door.

Earlier this summer McDonald's introduced its $5 value deal featuring a four-piece chicken McNugget box (despite its iconic association with the company, McDonald's did not invent chicken nuggets), as well as a soda, small fries, and your choice of a McChicken or McDouble. In the wake of declining sales in the face of the recent E. coli outbreak, McDonald's has extended this promotion until the end of the year in most markets. The fast food conglomerate was already struggling to get customers in the door as prices have risen by 40% over the last five years.

According to Kempczinski, "We will stay laser-focused on providing an unparalleled experience with simple, everyday value and affordability that our consumers can count on as they continue to be mindful about their spending" (via The New York Times). The company will also focus on highlighting newer menu items like the recently released Chicken Big Mac, hoping to further engage customers. If sales continue to fall, who knows what else McDonald's may try? Perhaps the company would even consider bringing back its iconic discontinued Szechuan sauce as the ultimate method of rebuilding engagement