McDonald’s: sales decreased 1.7 percent in February

Oak Brook / IL. (mdc) McDonald´s Corporation announced that global comparable sales decreased 1.7 percent in February. Performance by segment was as follows: U.S. down 4.0 percent; Europe up 0.7 percent; Asia / Pacific, Middle East and Africa (APMEA) down 4.4 percent.

Creating consistently relevant and satisfying customer experiences have been hallmarks of McDonald´s business and historic success. However, consumer needs and preferences have changed, and McDonald´s current performance reflects the urgent need to evolve with today´s consumers, reset strategic priorities and restore business momentum. The goal going forward is to be a true destination of choice around the world and reassert McDonald´s as a modern, progressive burger company.

U.S. comparable sales decreased 4.0 percent in February due to ongoing aggressive competitive activity. McDonald´s U.S. began March with a Turnaround Summit designed to deliver renewed energy and focus around the elements of the restaurant experience that matter most to customers – relevant, high-quality food and beverage offerings, compelling value and outstanding service from a trustworthy brand.

In Europe, comparable sales increased 0.7 percent in February as positive performance in the U.K. and Germany was partly offset by negative results in Russia. Amid Europe´s macro-economic headwinds, McDonald´s continues to pursue a balanced approach to driving the business through new menu offerings, emphasis on core menu favourites, and unique value options.

APMEA´s February comparable sales decreased 4.4 percent due primarily to the broad-based consumer perception issues in Japan, partly offset by a benefit from the shift in timing of Chinese New Year in China and certain other markets, as well as positive results in Australia. Rebuilding brand trust by strengthening McDonald´s quality and value perceptions is one of APMEA´s top priorities for 2015.

Strong comparable sales in McDonald´s Other Countries + Corporate segment, which includes Latin America and Canada, contributed positively to the Company´s global comparable sales performance for the month. Systemwide sales for the month decreased 8.0 percent, or increased 0.5 percent in constant currencies.