McDonald's Needs More Than a Chicken Sandwich to Win Customers

McDonald's (NYSE: MCD) just posted some of its best comparable sales numbers in five years, but franchisees are getting restless because customer traffic hasn't returned to the fast-food chain. Price hikes and product mix accounted for the burger chain's impressive growth this quarter, but getting customers back in the door remains a challenge.

The National Owners Association, a group representing McDonald's franchisees, offered a list of improvements the restaurant can make to its menu, including getting rid of the $1 any-size drink promotion and eliminating the constant discounting, because it is hurting franchisees' bottom line.

But the item it believes will have people clamoring to get into the restaurant again is "a world class Chicken Sandwich" that can rival Chick-fil-A's offerings.

Quelle Fool.com