McDonald's Faces Declining Low-Income Customer Base Amid Economic Pressures

In the early 2000s, after a severe slump, McDonald's orchestrated a major turnaround, with the introduction of its Dollar Menu.

The menu, whose items all cost $1, illustrated just how important it was to market to low-income consumers — who value getting the most bang for their buck.

It paved the way for three years of sales growth at stores open at least a year and ballooned revenue by 33%.

These customers are feeling the pressures of higher prices on groceries and apparel and the growing costs of rent and child care, the company's chief executive said in a recent earnings call.