Holiday Season Wasn’t That Good For McDonald’s Corporation (NYSE:MCD)
McDonald’s Corporation (NYSE:MCD), an Illinois based global operator of McDonald’s restaurants, has delivered under 10% returns year to date. Talking about the holiday season, the restaurant operator has delivered 1.4% negative returns in the past one month. The stock performance could certainly be compared with the rival company, Burger King Worldwide Inc. (NYSE:BKW) which has delivered more than 5.3% returns in the past one month and about 34.5% returns year to date.
Revenge on Resource Website
Where an error in Delta Air Lines, Inc. (NYSE:DAL)’s website allowed travellers to book the tickets at rock-bottom prices, McDonald’s Corporation’s McResource website was targeted by a group seeking higher pay for hourly workers. Where the airliner fixed the problem, the restaurant owner rather preferred to shut down the website.
The website was meant to provide information and budget-assistance for employees. However, as an alternative arrangement, the company spokeswoman assured that McDonald’s Corporation would continue to provide such services to its employees through an internal phone based help line.
The Criticism and Shutdown
“Low Pay Is Not OK”, the group seeking higher pay, earlier criticized McDonald’s Corporation (NYSE:MCD)’s resource website for advises it posted related to cutting down on fast food to stay healthy and breaking food into pieces in an effort to stretch the budgets. Earlier a telephone help line was also mocked for advising workers to get a second job to meet their ends.
As the company find it difficult to screen and approve such content posted on the site, it decided to remove the website citing “the content has been taken out of context,” in a memo issued by Chief Human Resources Officer at McDonald’s Corporation (NYSE:MCD) USA. The memo was sent to franchisees and executives on Dec. 24th stating, “Unfortunately, as you may have seen in the news over the past few days and weeks, a number of stories have scrutinized some content and advice found on the well-intended website.”