McDonald's sales still slipping

by Monica Watrous
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OAK BROOK, Ill. — McDonald’s comparable sales in the United States tumbled 4 percent in February on aggressive competitive activity in the marketplace, contributing to a 1.7 percent decline in global comparable sales for the month. Turnaround efforts are under way in the United States, with a focus on menu relevance, value and service.

In Europe, comparable sales increased 0.7 percent in February, driven by positive results in the United Kingdom and Germany that was offset partly by weakness in Russia. Menu innovation and value drive McDonald’s business strategy in the region.

Comparable sales in Asia/Pacific, Middle East and Africa (APMEA) fell 4.4 percent on negative consumer perception issues in Japan that was offset partly by a benefit from the shift in timing of Chinese New Year and positive performance in Australia. McDonald’s top priorities for the segment include rebuilding brand trust and strengthening quality and value perceptions.

McDonald’s Other Countries and Corporate segment, which includes Latin America and Canada, reported strong comparable sales.

System-wide sales declined 8 percent for the month or increased 0.5 percent in constant currencies.
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