Business World

Wednesday 13 November 2019

McDonald's shares jump 3.2pc as Thompson decides to step down

Outgoing CEO Don Thompson was McDonald's first African-American boss (AP)
Outgoing CEO Don Thompson was McDonald's first African-American boss (AP)
Click to see a bigger version of the graphic Newsdesk and Agencies

McDonald's supremo Don Thompson is stepping down as chief executive as the world's biggest hamburger chain fights to hold on to customers and transform its image.

He's being replaced by chief brand officer Steve Easterbrook.

Shares in the world's biggest fast-food chain, which have been under-performing major markets and several peers, jumped 3.2pc in extended trading following the news.

Thompson, the 51-year-old former president of McDonald's USA who took the global helm in July 2012, had the challenge of adding to nearly nine years of sales gains at established restaurants.

But the following September, McDonald's reported a decline in same-store sales as it fought to hold on to customers with changing tastes amid external pressures ranging from political and economic turmoil in Europe to food safety scares in China.

"I don't think it was too much of a surprise. Maybe in the timing but not the action," Sanford Bernstein analyst Sara Senatore said.

"This has been something that people have been talking about for a while."

McDonald's warned last week that business would be weak in the first half of this year and said it would cut its annual construction budget to the lowest in more than five years as it opens fewer restaurants in struggling markets.

In his role as chief brand officer, Easterbrook led McDonald's digital initiatives and efforts to boost menu innovation, according to a statement from the company.

Industry watchers also said his track record includes turning around the company's business in the UK.

According to a 2008 story in the Guardian, that business was stalling in the early 2000s, but it had a strong run under Easterbrook, who took over as chief executive in 2006 and refocused on the core business of selling hamburgers.

"The UK has been a good market for them for a long time, but it wasn't always," Senatore said. "He played a role in the turnaround."

The question is can he turn around the company's brand, particularly in the US where it is losing share to rivals such as Five Guys Burgers and Fries, Chipotle Mexican Grill and other smaller, regional food outlets which are seen as offering fresher and higher quality products.

Easterbrook has experience leading other restaurant chains. In 2011, he left McDonald's and ran two UK-based restaurant chains, PizzaExpress, a British chain which markets itself on quality and freshness, and later, Wagamama, a pan-Asian restaurant chain modelled on Japanese ramen bars. He returned to McDonald's in 2013.

Christopher Rowane, portfolio manager at Bahl & Gaynor Investment Counsel, which owns roughly a million shares of McDonald's, said Easterbrook is a logical choice for the job.

"I think that it's very fitting that they've selected the chief brand officer," he said.

"This is really where we're seeing a little bit of a vacancy in McDonald's. They're trying to really find their brand to be able to drive same store sales growth."


Irish Independent

Also in Business