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McDonald's European sales fall blamed on austerity and downturn McDonald's European sales fall blamed on austerity and downturn
(5 months later)
Austerity and the economic downturn has hit Big Macs and chicken nuggets in Europe, with McDonald's announcing 2.4% fall in sales across the continent – its biggest market by sales – in April.Austerity and the economic downturn has hit Big Macs and chicken nuggets in Europe, with McDonald's announcing 2.4% fall in sales across the continent – its biggest market by sales – in April.
The fast-food chain said it was working to improve results by emphasising "everyday affordability" and keeping restaurants open longer.The fast-food chain said it was working to improve results by emphasising "everyday affordability" and keeping restaurants open longer.
Globally, sales at the world's biggest hamburger chain, which has 34,000 outlets, were down 0.6%.Globally, sales at the world's biggest hamburger chain, which has 34,000 outlets, were down 0.6%.
The Illinois-based company had warned of a decline last month, although US sales increased 0.7%.The Illinois-based company had warned of a decline last month, although US sales increased 0.7%.
In the region encompassing Asia, the Middle East and Africa sales were down 2.9%. The firm blamed the impact of a new strain of avian flu for weakness in the Chinese market, as has Yum Brands, which owns KFC and is China's biggest western fast-food firm. It warned late last month that sales at established restaurants in China were down about 30% in April. Yum is also trying to recover from a controversy over excessive levels of antibiotics in chickens from two suppliers that surfaced late last year.In the region encompassing Asia, the Middle East and Africa sales were down 2.9%. The firm blamed the impact of a new strain of avian flu for weakness in the Chinese market, as has Yum Brands, which owns KFC and is China's biggest western fast-food firm. It warned late last month that sales at established restaurants in China were down about 30% in April. Yum is also trying to recover from a controversy over excessive levels of antibiotics in chickens from two suppliers that surfaced late last year.
After years of outperforming rivals, McDonald's has been struggling to boost sales as it faces intensifying competition, changing eating habits and weak growth in the broader restaurant industry. Late last year, the company reported a decline in its monthly sales figure for the first time in nearly a decade.After years of outperforming rivals, McDonald's has been struggling to boost sales as it faces intensifying competition, changing eating habits and weak growth in the broader restaurant industry. Late last year, the company reported a decline in its monthly sales figure for the first time in nearly a decade.
Its chief executive, Don Thompson, who took over the top spot last June, has said repeatedly that the company will focus on pricing and value to win business in the tough environment. Analysts have raised concerns that the strategy could eat into profit margins. But McDonald's executives say that short-term sacrifice is necessary to build customer loyalty and ensure the long-term health of the company.Its chief executive, Don Thompson, who took over the top spot last June, has said repeatedly that the company will focus on pricing and value to win business in the tough environment. Analysts have raised concerns that the strategy could eat into profit margins. But McDonald's executives say that short-term sacrifice is necessary to build customer loyalty and ensure the long-term health of the company.
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