Though global comparable sales fell 0.3% in May, the performance marks an upward trend.

OAK BROOK, ILL. — McDonald’s global comparable sales slid 0.3% in May, marking a steady improvement since January, when sales declined 1.8%. Still, challenges remain for the fast-food company as it strives to rebrand itself against ongoing competitive activity and changing consumer behaviors.

Steve Easterbrook, president and c.e.o. of McDonald’s Corp.

“McDonald's has embarked on a turnaround plan to reignite our business performance,” said Steve Easterbrook, president and chief executive officer of McDonald’s Corp. “Our talented franchisees, suppliers and employees are placing renewed emphasis on the basics of great-tasting, high-quality food, compelling value and outstanding service. Our goal is to be a modern, progressive burger company that is responsive to consumers’ evolving preferences, provides a contemporary experience for our customers and drives long-term value for our system and our shareholders.”

In the United States, comparable sales fell 2.2% during the month, reflecting declining customer traffic. Priorities in this market include enhancing the customer experience with limited-time menu and value options while testing opportunities to expand convenience, customization and day part availability.

Europe comparable sales increased 2.3% in May, driven by strong results in the United Kingdom and positive performance in Germany and France, which partly was offset by weakness in Russia. Consistent everyday value offers and compelling premium platforms with effective marketing and promotion execution support Europe’s monthly performance.

Comparable sales in Asia/Pacific, Middle East and Africa (APMEA) declined 3.2% on continued challenges in Japan and negative performance in China that offset strong results in Australia. McDonald’s is focused on strengthening quality and value perceptions to improve sales in the region.

Positive comparable sales McDonald's Other Countries & Corporate segment, which includes Latin America and Canada, lifted the company’s global monthly sales performance.

System-wide sales fell 7.2% in May, or increased 1.8% in constant currencies.