McDonald's has experienced a 1.5% decline in market share in 2024, according to data collected and analysed by independent market and customer insights firm, Fonto. This downturn aligns with a decrease in customer satisfaction regarding quality and price, which has fallen below 30%.

Fonto has been monitoring Quick Service Restaurant (QSR) customer satisfaction and associated spend over the past 12 months. The analysis is based on daily transaction data from over 80,000 Australians. McDonald's decline falls short when compared to other key brands, particularly KFC and Hungry Jack’s, in terms of price satisfaction.

"McDonald’s falls short of other key brands, and well short of its two main rivals KFC and Hungry Jack’s, particularly on satisfaction with price," Fonto CEO Ben Dixon said.

For customers who expressed dissatisfaction with McDonald's, the quality of food and drinks (44%) and the service experience (39%) were more likely to be the cause of disappointment than price (21%).

Fonto's methodology combines daily transaction data with continuous survey tracking across brands to understand the total QSR experience, aligned with actual spend from members.