Moreover, the negative impact of overseas issues in the eastern markets, coupled with stiff competition in the restaurant industry, is taking a toll on McDonald's financial performance this year, as the company witnesses declining customer traffic and diminishing brand appeal. The company mentions that its China unit is diligently working to restore customer confidence by introducing various lucrative value meals and other meat items to attract the fast food lovers. However, with commodity inflation, lowering menu prices might hamper its margins, but the company might opt for this risky option in order to drive long-term growth.