The Globe and Mail reports in its Thursday, Sept. 24, edition that McDonald's warned that customer traffic in key markets may stay flat due to high inflation, causing shares to drop 5 per cent Wednesday. A Reuters dispatch to The Globe reports that the share retreat came despite the announcement of an $8.5-billion (U.S.) franchisee support plan and long-term growth initiatives. The warning heightened investor worries that McDonald's turnaround may take longer than anticipated, despite its new "NEXT" strategy aimed at reviving growth amid slowing sales and increased competition. Last month, McDonald's fell short of second quarter U.S. sales growth estimates due to execution missteps that affected efforts to regain lower-income diners. On Wednesday, U.S. business head Skye Anderson acknowledged that McDonald's fell short on "consistent execution" and needed to improve operations. Chief executive officer Chris Kempczinski says, "The winners will be the companies that create more demand and deliver it more efficiently." Announced in June, McDonald's "NEXT" strategy focuses on improving food quality, hospitality, value and innovation, with executives on Wednesday providing the first detailed roadmap for the plan.