NEW YORK (AP) — McDonald's new Fish McBites failed to hook enough diners to get the fast-food chain's U.S. sales growing in February.
The world's biggest hamburger chain said Friday that a key sales figure was down 3.3 percent in the U.S. for the month. When excluding the extra day of sales for February of last year, which was a leap year, the company said the figure was flat. That was despite the rollout of the Fish McBites nuggets in three sizes, which were also offered as the first new Happy Meal entree in a decade.
The struggle to grow at home reflects the mounting pressures on McDonald's, which had managed to pull away from its rivals and thrive even during the Great Recession.
Now the Oak Brook, Ill.-based chain is facing a rapidly shifting industry, with chains such as Chipotle and Panera reshaping customers' expectations about fast food. An increase in payroll taxes that took effect in January isn't helping.