McDonald’s Release February Sales Data
Europe a bright spot amongst otherwise disappointing results.
McDonald’s Corporation recently announced that global comparable sales decreased 1.7% in February. Its European sales increased 0.7% while its U.S. and Asia Pacific, Middle East and Africa (APMEA) sales were down 4.0% and 4.4%, respectively.
U.S. comparable sales decreased 4.0% 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% in February as positive performance in the U.K. and Germany was partly offset by negative results in Russia. Amid Europe’s macroeconomic 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% 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.
