MCD, PLNT, SHAK Stocks Hit 52-Week Lows Today: What's Driving The Selloff?

• McDonald’s CEO Chris Kempczinski warned that the consumer environment may worsen.
• Planet Fitness fell sharply after pausing planned price hikes and cutting its outlook.
• Shake Shack dropped after missing earnings expectations and reporting a loss. 

McDonald’s (MCD), Planet Fitness (PLNT) and Shake Shack (SHAK) all slid to 52-week lows on Thursday as disappointing earnings updates, weaker outlooks and cost pressures converged across the restaurant and fitness sectors.

While Planet Fitness and Shake Shack stock plunged over 31% and 28%, respectively, McDonald’s stock edged 0.1% lower. The declines suggest middle-income consumers are cutting back on non-essential spending. 

McDonald’s Faces Traffic Slowdown

McDonald’s stock fell as fewer customers visited its restaurants. Investors are worried this could make it harder for the company to keep growing with its value-focused approach. 

In the first quarter (Q1), revenue increased 9% year-on-year to $6.52 billion, slightly above the $6.47 billion forecast. Adjusted earnings per share came in at $2.83, also beating the $2.74 estimate, according to Fiscal AI data. 

On the company’s earnings call, CEO Chris Kempczinski said the consumer environment is not improving and may be slightly worsening. He also pointed to rising gas prices linked to the U.S. conflict with Iran as a key strain on lower-income consumers, noting that higher fuel costs and broader inflation are likely to keep pressure on their spending in the near term.

On Stocktwits, retail sentiment for the stock shifted to ‘extremely bullish’ from ‘bullish’ the previous day. 

PLNT Hit By Pricing Concerns

Planet Fitness experienced one of the steepest declines as the company’s decision to pause planned price increases on its premium membership tier signaled weakening pricing power, while its full-year earnings outlook was sharply reduced, adding to investor anxiety.

The fitness center operator reported a Q1 revenue of $337.2 million and earnings per share of $0.74, both surpassing the analysts’ consensus estimates of $297 million and $0.63, respectively, according to Fiscal AI data. 

The company lowered its 2026 outlook after adding fewer new members than expected in Q1. Planet Fitness now expects same-club sales to grow about 1% instead of 4%–5%, and total revenue to rise around 7% rather than about 9%. 

SHAK Struggles With Costs And Demand

Shake Shack also sank after reporting weaker-than-expected quarterly results and posting a net loss. Rising beef prices and a lack of guidance fueled concerns that premium dining concepts may struggle in a high-cost economic environment.

The company posted Q1 revenue of $366.7 million and a loss per share of $0.01, against the analysts' consensus estimate of $0.12 per share income, according to Fiscal AI data. 

So far this year, MCD and SHAK stocks have declined by over 7% and 14%, respectively, while PLNT has plunged over 59%. 

Also See: TTD Stock Sinks Overnight On Weak Outlook, But CEO Feels ‘Best Days Are Ahead’

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