McDonald’s stems US sales drop
Overall sales at restaurants open at least 13 months fell 1.8% in Jan.
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McDonald’s Corporation says continued steep declines in same-store sales in Japan and China in January outweighed a slight improvement in the US.
Overall sales at restaurants open at least 13 months fell 1.8% in January – worse than the 1.2% decline analysts expected – but same-store sales in the US rose 0.4%.
After a similar rise in December, the figure marked the first time since October 2013 that McDonald’s has posted back-to-back increases in the key sales indicated in the US.
The world’s largest restaurant chain by sales is battling changes in consumer tastes and economic setbacks globally – as well as miscalculations of its own, such as letting its menu get too big, which slowed service, and losing touch with the trends among younger consumers who want fresher, more customisable options.
McDonald’s recently reorganised its US division to focus more on items tailored to local tastes while simplifying the national menu to make it more efficient.
Mike Andres, who in October took over as US chief of McDonald’s, says the new strategies are generating “pockets of success” around the country and that he expects these to grow.
McDonald’s launched a marketing campaign in the US last month with commercials and food packaging designed to refresh its longtime “I’m lovin’ it” slogan, under chief marketing officer Deborah Wahl, who joined last March.
Nevil Gibson for NBR Food Industry Week
Thu, 19 Feb 2015
Thu, 19 Feb 2015
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