McDonald’s saw comparable sales across Europe decrease by 0.7% in October as a solid performance in the UK was more than offset by very weak results in Russia due to factors related to the operating environment, including temporary restaurant closures.
The group reported a 0.5% fall in global comparable sales, with sales in the US down 1% amid “strong competitive activity”.
In APMEA’s comparable sales decreased 4.2%, which the chain said reflected the ongoing impact of the supplier issue on performance in Japan and China, partly offset by strong performance in Australia.
Strong comparable sales in McDonald’s Other Countries & Corporate segment, which includes Canada and Latin America, contributed positively to the Company’s global comparable sales performance for the month.
Systemwide sales for the month decreased 3.4%.
McDonald’s chief executive Don Thompson said: “Today’s consumers increasingly prefer customizable food options, dining in a contemporary, inviting atmosphere and using more convenient ways to order and pay for their meals.
“At McDonald’s, we are diligently working to bring these elements of the customer experience to life through McDonald’s Experience of the Future. Although October results reflect our current business challenges, we are moving with a sense of urgency to improve the trajectory of our financial performance while taking the actions necessary to pursue the Brand’s long-term potential.”
The group is currently introducing self-service kiosks, digital menu boards and tablet computers across its UK estate to compliment a modern interior and exterior as well as comfortable seating and free Wi-Fi.
The investment comes as part of an extensive ongoing refurbishment programme which has seen the vast majority of McDonald’s restaurants undergo transformation over the past eight years.
