News

McDonald's reports a tough November

December 9, 2013

McDonald's Corporation today announced that global comparable sales increased 0.5 percent in November, carried by a 1.9 percent increase in Europe.

However, sales in the U.S. slid 0.8 percent. In the Asia/Pacific, Middle East and Africa system, sales dropped 2.3 percent, mostly due to a 10.4 percent decline in Japan.

"As consumer expectations and the marketplace continue to evolve, we are making investments in our menu, restaurants and service to strengthen our connection with customers and build our business for long-term profitable growth," said Don Thompson, McDonald's president and CEO.

Broken down

In November, U.S. comparable sales decreased 0.8 percent, driven by "ongoing competitive activity and relatively flat industry traffic trends," according to the company. November's calendar was supported by breakfast, chicken offerings and expanded value offerings. Looking ahead to 2014, the U.S. system will focus on customer service initiatives, deeper menu choices across all dayparts, and value tiers.

In Europe, November's comparable sales increased 1.9 percent, as positive performance in the U.K., France and Russia was somewhat offset by negative results in Germany. The company said Europe delivered positive results by "elevating the customer experience with appealing premium, core and value menu options, compelling promotional food events and continued focus on key dayparts."

Comparable sales in APMEA declined 2.3 percent in November due primarily to the aforementioned negative results in Japan. The company is pursuing customer-focused initiatives that broaden accessibility and enhance value across all dayparts.

Systemwide sales for the month increased 1.1 percent, or 3.1 percent in constant currencies.

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