McDonald's is losing its low-income customers. Economists call it a symptom of the stark wealth divide

Core Insights - The earnings report from Delta highlights a disparity in consumer spending, with premium ticket sales increasing by 5% while main cabin revenue fell by 5% [1] - Economists describe a "K-shaped economy," where affluent consumers are thriving while low-income consumers are struggling due to inflation and rising costs [2][3] Consumer Behavior Trends - Low-income consumers are reducing spending, impacting industries like food, automotive, and airlines, while wealthier customers are increasing their purchases [2][3] - Fast food chains, particularly McDonald's, have seen a significant drop in traffic from low-income households, with declines reported in double digits [4] Financial Performance and Pricing - McDonald's has experienced a 40% increase in menu item prices from 2019 to 2024, with specific items like the Big Mac rising from $4.39 to $5.29 [14] - The company attributes price increases to rising costs of labor and ingredients, particularly beef, which has seen a 13% year-over-year increase [15][14] Economic Pressures on Low-Income Households - Consumer credit delinquency rates for households earning less than $45,000 have significantly increased, indicating financial strain [8][9] - A Harvard study found that 50% of renters are cost-burdened, spending over 30% of their income on housing, a rise of 3.2 percentage points since 2019 [10][11] Industry Responses - McDonald's has attempted to attract cash-strapped customers with promotional deals, but initial marketing efforts did not yield immediate results [23][24] - The fast food industry is cautious about passing on higher costs to consumers, reflecting a broader concern about consumer tolerance for price increases [25]