McDonald's Plunges to Four-Year Lows Amid Pricing Woes

McDonald's stock has hit four-year lows, down 22% on the year and 31% from its March high.

The company's struggles are often seen as a barometer for the American consumer, but internal issues are driving the bulk of the underperformance.

According to management, the issue lies in pricing, which has left US company-operated margins at unacceptable levels.

McDonald's raised prices until the brand stopped being 'cheap', and is now paying to win that reputation back through $5 value meals and other reduced or restrained pricing.