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As reported by Leslie Patton at Bloomberg, only about 14 percent of the chain’s franchisees are convinced the comeback plan is working. And only 35 percent of franchisees are confident in the long-term success of the fast food giant, a drop from the 46 percent last year. McDonald's conducts the survey annually and the last iteration was completed in October and November.

Despite the pessimism, McDonald's posted U.S. same store sales growth of 5.7 percent in the fourth quarter, which was some of the best numbers the brand has seen in years. The company claims its success is due to its shift into all-day breakfast in combination with mild winter conditions. The company also posted positive sales growth in the U.S. in October, which helped the stock jump to its biggest increase in seven years.

According to Chief Executive Officer Steve Easterbrook, he is pleased with the progress, but believes it will take another six months of positive comparable sales and guest count growth to get them through the growth phase of the turnaround.

Lisa McComb, a spokeswoman for McDonald's, said the results we hardly surprising given that the survey was conducted before the all-day breakfast rollout and that the start of 2016 shows promise.

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Nick Powills

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Nick Powills

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Nick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.

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