McDonald's is falling short, needs to win over low-income consumers, top exec tells operators in memo

After a challenging second quarter, McDonald's executives told restaurant operators and analysts they are refocusing on how to recapture consumers with deals, as they pushed for an extension of the its $5 value meal platform.In a memo to the U.S. system obtained by CNBC on Monday, U.S. President Joe Erlinger said McDonald's struggled to sell diners on affordability, adding that he expects "industry and competitive challenges" to continue throughout the year. Erlinger encouraged operators to look ahead to bu ...