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McDonald’s Does It—One Dollar at a Time

By Noreen O'Leary

Sales at fast-food chains have slowed precipitously in the last few months. Why? As more people lose their jobs, fewer workers means fewer consumers needing to eat lunch outside of their own kitchens. Traffic in restaurants declined 1.5 percent in Q1 2009, the second sequential decline in traffic reported by NPD. Even as they advertise dollar meals and other recession specials, quick-serve restaurants were off 1 percent.
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Top Brands by Category:
  Brand Agency Media Spend % Change Sales (billions) % Change
1. McDonald's DDB, Chicago $871.9 11.6 $30.9 2.9
2. Subway MMB, Boston $421.7 3.4 $10.0 4.2
3. Burger King Crispin, Porter + Bogusky, Miami $278.2 3.4 $8.9 -2.1
4. Wendy’s Kaplan Thaler, N.Y. $274.2 0.5 $8.4 -2.6
5. KFC Draftfcb, Chicago $263.7 -5.4 $4.9 -5.8
6. Taco Bell Draftfcb, Chicago $242.9 -3.5 $6.8 1.5
7. Piizza Hut Martin Agency, Richmond, Va. 183.6 -17.5 $5.0  -9.1
8. Sonic Drive-in Barkley, Kansas City, Mo. $268.8 12.3 $3.8  -1.9
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