Expanded breakfast helps lift McDonald's May sales
June 10, 2013
OAK BROOK, ILL. — Expanded breakfast, broader chicken options and a focus on value lifted global comparable sales 2.6% in May for the McDonald’s Corp.
The company credited its recent launches of the Egg White Delight sandwich and Premium McWraps for a 2.4% increase in U.S. sales.
In Europe, sales rose 2%, driven by summertime premium burger and specialty menu promotions in the United Kingdom and Russia, which offset negative results in Germany and France. Sales in Asia/Pacific, Middle East and Africa (APMEA) region rose 0.9%, dampened by the bird flu impact in China.
“McDonald’s strategic initiatives and diligent focus on the customer generated global comparable sales growth in May amidst ongoing uncertainty in the macro environment,” said Don Thompson, president and chief executive officer. “Our system is aligned behind providing great service to the 69 million customers who visit us daily. We are confident in our strategies and competitive advantages and will continue executing our customer-centric Plan to Win to build market share and drive sustained profitable growth.”
Strategies include an ongoing focus in the United States to expand menu categories of chicken, beef, breakfast and beverages, as well as enhancing breakfast and value platforms in other markets.