McDonald’s: Special offers drove April same-store sales growth

Staff Writer
McDonald’s Corp. said its same-store sales growth in April resulted largely from “premium food events”

McDonald’s Corp. said its same-store sales growth in April resulted largely from “premium food events,” or limited-time offers, in the United States and around the world.

Global same-store sales rose 3.3 percent last month for McDonald’s, reflecting gains of 3.3 percent in the United States, 3.5 percent in Europe and 1.1 percent in the Asia/Pacific, Middle East and Africa, or APMEA, division.

“Our focus on delivering great-tasting food and an exceptional restaurant experience generated positive global comparable-sales results in April,” said the company’s chief executive, Jim Skinner. “Amidst a challenging global economic environment, McDonald’s ongoing commitment to optimizing the menu, modernizing the restaurant experience and broadening accessibility will enable us to continue to satisfy the evolving needs of our customers.”

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The company credited a mix of promotions for seasonal beverages and for everyday value, particularly the 20-piece McNuggets option on the new Extra Value Menu, for driving domestic results. The United States’ system of more than 14,000 restaurants has had the company’s best same-store sales performance year-to-date, posting a 7.4-percent gain through April 30, compared with 4.6 percent for Europe and 4.3 percent for APMEA.

Each of Europe’s big four markets — the United Kingdom, Russia, France and Germany — all contributed toward the continent’s positive results, McDonald’s Corp. said. The company said a Monopoly promotion in Germany and the United Kingdom, as well as premium limited-time offers in France and Russia, drove sales.

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APMEA’s 1.1-percent gain in same-store sales lagged April 2011’s 6.5-percent gain, and McDonald’s explained that negative sales in Japan offset stronger performance in China and other countries.

Oak Brook, Ill.-based McDonald’s operates or franchises more than 33,000 locations in 119 countries.

Contact Mark Brandau at mark.brandau@penton.com.
Follow him on Twitter: @Mark_from_NRN