Menus and marketing boost McDonald's worldwide sales
LONDON - McDonald's has reported its 16th consecutive monthly increase in global sales, up by 3.9% this month because of the chain's market efforts and expanded menus.
The world's largest fast-food chain revealed mixed global results with US same-store sales growing by 7.2% while Europe fell 0.9% on weak performance in Germany, poor weather and lower tourism. Sales in Asia Pacific, Middle East and Africa rose 0.9%.
The overall improvement in sales comes on the back of McDonald's "I'm lovin' it" campaign, developed by the Munich-based agency Heye & Partners.
It was the company's first global campaign in the chain's 50-year history. It launched in June 2003 against a backdrop of falling sales, changes in consumer attitudes to fast food and competition from established rivals such as Burger King and from coffee shop chains and health-food restaurants.
Charlie Bell, president and chief executive of McDonald's, said: "In the US, our momentum continued as improved service, expanded menu choice and variety, including the recent launch of our premium Chicken Selects, and leadership marketing gave more customers more reasons to visit McDonald's."
The results comes at a sensitive time for McDonald's as the two environmental campaigners, Helen Steel and David Morris, accused of libelling the fast-food chain in the longest-running UK court case lasting 314 days, appeared in the European Court to fight over £10m legal aid.
Lawyers acting on their behalf will argue that multinationals should not be allowed to sue for libel because they wield huge power over people's lives and the environment and must be open to scrutiny and criticism.
At the same time, Morgan Spurlock's controversial documentary 'Super Size Me', which traces how his health deteriorated as he feasted on diet of McDonald's food for 30 days, is due for release this week in the UK.
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