One could speculate that its ongoing heavy-handed site development tactics in the face of community opposition contribute to the sales down-turn it is experiencing.
However, customer dissatisfaction, as well as health and safety issues, also may play their part in this marked decline.
A McDonald's social media promotional campaign at the beginning of the year was pulled after two hours and Twitter 'sanitised' because the company's hashtag #McDStoriese produced tweets like these. While its televised advertorial in the same month fell flat.
Again in January, Perth Now reported that McDonalds was being fined for more convictions concerning food quality and preparation. In NSW the company was fined in August 2011 for Fail to maintain the food premises to the required standard of cleanliness - accumulation of rubbish, food debris, grease and dirt on floor and in March 2012 for Fail to maintain the food premises to the required standard of cleanliness - accumulation of dirt, grease and food waste, previous warnings given at two of the fast food outlets it manages itself.
ABC News on 11 January 2012 also indicated that customers were being systematically defrauded by staff:
It is alleged Navaneeth Ponnabalam was one of many people who took part in the scheme, which involved swapping EFTPOS pin pads at McDonald's stores with ones that could record the bank details of customers.
The court was told customers who used the drive-through had details of their accounts copied by the machines and then money was withdrawn from their accounts interstate and overseas.
In 2012 McDonalds outlets continue to attract antisocial and criminal behaviour, such as stabbings, robbery, violent confrontation with police and assault.