McDonald’s has reported that global comparable sales decreased 0.3% in February, despite a 0.6% increase in Europe, aided by a continued strong performance in the UK.
Sales in the US during the month fell 1.4%, while they were down 2.6% across Asia/Pacific, Middle East and Africa (APMEA).
The company said that the continued strong performance in the UK and positive results in France were largely offset by ongoing weakness in Germany.
It said that local menu options and expanded convenience through breakfast and extended hours continued to support the segment’s performance.
McDonald’s president and chief executive Don Thompson said: “McDonald’s global growth priorities - optimizing our menu, modernizing the customer experience and broadening accessibility to Brand McDonald’s - are the foundation of our customer-centric approach to building our business for the long term.
“We are intent on improving our business performance by thoughtfully evolving our approach to ensure that we are delivering the most compelling value, service and convenience to each of the approximately 70 million customers who choose McDonald’s each day.”
It said that US comparable sales decreased amid challenging industry dynamics and severe winter weather, while the decline across the APMEA was primarily due to weakness in Japan and, to a lesser extent, a shift in timing of Chinese New Year and negative results in Australia.
Chief financial officer Pete Bensen said: “We are diligently focused on strengthening our performance, however our relatively flat year-to-date global comparable sales will pressure margins in the first quarter. Looking ahead, we believe that we are taking the right actions to more clearly align with our customers’ needs and build momentum to drive long-term profitable growth.”