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McDonald's CEO steps down after poor earnings

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2015-01-30

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And finally‚ the CEO of McDonald's has stepped down in the wake of the company's worst financial year in decades.
Paul‚ McDonald's has been struggling with a string of scandals and growing competition.
Tell us some of the details of this sudden shakeup.
Well‚ the Chief Executive Officer Don Thompson tendered his resignation on Wednesday.
He'll be leaving at the end of February and will be succeeded by McDonald's Chief Brand Officer Steve Easterbook.
The change in leadership comes as the world's largest fast-food chain posted a 300-million U.S. dollar drop in earnings in the fourth quarter from a year earlier.
The weak performance is being blamed on a constantly expanding menu and a lack of clear direction for the global company.
"We see a lot of the younger demographic‚ the millennials really looking for brands that they understand. They want to know where their food is coming from. They may want it to be local or at least regional. They want to get a sense of the healthfulness of the food and McDonald's really hasn't stayed relevant with that newer customer."
Experts say the golden arches are facing an identity crisis as it tries to become a trendier restaurant chain with fresher ingredients‚ moving away from its traditional focus on volume and value.
Investors hope Easterbrook will use his expertise in marketing to help streamline and revitalize the iconic brand
Alright‚ Paul‚ thanks for those updates. We'll see you again in just about two hours. Reporter : paulyi@arirang.co.kr

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