McDonald's sales slip in April

by Monica Watrous
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McDonald's hopes to become a "modern, progressive burger company,” said Steve Easterbrook, McDonald's president and c.e.o.

OAK BROOK, ILL. — Challenges persist for McDonald’s Corp, which reported a 0.6% decline in global comparable sales in April.

Lower traffic and ongoing competitive activity led to a 2.3% drop in comparable sales in the United States, where the fast-food chain remains focused on simplifying its menu and offering items that resonate with customers in local markets.

Comparable sales in Europe increased 1%, reflecting solid performance in the United Kingdom and Germany that was partially offset by weakness in France and Russia. Facing ongoing macroeconomic headwinds, McDonald’s Europe is working to enhance its promotional menu options and building on value, breakfast and family business.

In the Asia/Pacific, Middle East and Africa region, comparable sales declined 3.8%, driven by continued challenges in Japan that was partly offset by strong results in Australia and other markets. McDonald’s priority for the segment is strengthening quality and value perceptions.

The company reported strong comparable sales in its Other Countries and Corporate segment, which includes Latin America and Canada.

System-wide sales for the month declined 8.8%, or increased 1.5% in constant currencies.

The company recently announced initial steps of a global turnaround plan, which will include restructuring the business into four new segments and accelerating refranchising.

“We are moving quickly to deliver a better experience to our customers and to realize our vision to become a modern, progressive burger company,” said Steve Easterbrook, president and chief executive officer. “While our current performance reflects the significant work ahead, I am confident that we’ve taken the first critical steps toward positioning the company for long-term profitable growth.”
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