In Finland, McDonald's market share has slipped from 50 percent in 1998 to around 40 percent by year-end 2000. Share was lost to indigenous rivals; Hesburger, whose market share has increased from 20 percent to 34 percent since 1998, and Carrols, the market's third biggest fast-food chain, saw its share rise from 16 percent to 26 percent in the same period. Since 1995, McDonald's has invested $100 million to buy an 84-outlet chain.
In Denmark, McDonald's 96 restaurants are thought to have managed a profit of only $1.4 million last year. One reason for the stagnation in McDonald's sales is the entry of new fast food chains and a greater eating choice for Danes, says McDonald' Denmark CEO Jesper Gad Andresen.
Copyright January 2001, Crain Communications Inc.