OAK BROOK Ill. McDonald’s Corp. regained some of its same-store sales momentum in February, as its Olympic-theme promotions helped offset weather-related sales softness in the United States while the company’s international divisions continued to execute well.
The world’s largest quick-service chain said global same-store sales increased 4.8 percent in February, including a 0.6-percent uptick in the United States. The positive performance followed a 0.7-percent decrease in domestic same-store sales in January, the third negative result of the previous four months.
The company said sales in February were helped by demand for core favorites, particularly Chicken McNuggets, which were promoted throughout the month as part of the chain’s sponsorship of the Winter Olympics. McDonald’s also cited McCafe beverages and the Breakfast Dollar Menu, introduced late last year, as sales drivers.
McDonald’s European division posted a 5.4-percent increase in February same-store sales on strong performances in France, the United Kingdom and Russia.
Same-store sales surged 10.5 percent in McDonald’s Asia/Pacific, Middle East and Africa division. Robust results in Japan, Australia and China contributed to the region’s performance, McDonald’s said, and a shift in Chinese New Year celebrations added to the bottom line.
Systemwide sales rose 11.2 percent in February, or 6.4 percent in constant currencies, the company said.
“Our worldwide results for February show that we’re satisfying the needs of our customers around the world by giving them more choice and variety, unbeatable value, and the convenience they’re looking for given today’s busy lifestyles,” said Jim Skinner, McDonald’s chief executive.
McDonald’s same-store sales in the United States have been fluctuating slightly positive or negative since the fall of 2009. The company’s comps dipped in October and November, before turning slightly positive in December and then negative in January. During that time, McDonald’s worked to chip away at quick-service competitors’ market share in the United States, while continuing to introduce new products.
McDonald’s said last week it is testing Fruit & Maple Oatmeal for $1.99 in Baltimore, Washington, D.C., and northern California. The company also unveiled its Real Fruit Smoothies last month at its restaurant in the Olympic Village in Vancouver and said it would have the smoothies in all its U.S. restaurants by the summer. Separately, McDonald’s is testing a McCafe Frappe item, and a chain spokeswoman confirmed the product is currently in about one-third of restaurants in the United States.
McDonald’s operates or franchises more than 32,000 restaurants in more than 100 countries.
Contact Mark Brandau at [email protected].
