McDonald’s has stepped up efforts to spotlight cheaper meals while capitalizing on novelty and pop-culture moments to attract diners. McDonald’s has stepped up efforts to spotlight cheaper meals while capitalizing on novelty and pop-culture moments to attract diners. McDonald’s shares have dropped 13% this year through Monday’s close, compared with an 11% gain for the Standard & Poor’s 500 Index. McDonald’s highlighted growth in Germany, Australia, the UK and Japan, while in China comparable sales were negative. McDonald’s is also testing automation to boost efficiency, while using influencers, toys and tie-ins with other brands to bolster its online marketing.