Global comparable sales for McDonald's Corporation slipped 2.5 percent in July. Sales for the US were down 3.2 percent, while Europe was up 0.5 percent and Asia/Pacific, Middle East and Africa (APMEA) were down 7.3 percent.
"Although July's results were not in-line with McDonald's expectations, we intend to strengthen our performance by addressing the current business headwinds with the discipline and conviction that inspire our customers' trust and loyalty," said Don Thompson, McDonald's president and chief executive officer.
US comparable sales in July decreased 3.2 percent amid continuing broad-based challenges. During July, the US featured core favorites in conjunction with McDonald's global World Cup sponsorship and promoted premium beef and chicken options as the segment lapped a prior year Monopoly event.
Meanwhile, comparable sales in Europe increased 0.5 percent in July led by positive performance in France and the UK, partly offset by negative performance in Germany and Russia. McDonald's Europe is taking a holistic approach to building customer demand with a combination of limited-time menu choices and expanding the breakfast daypart and blended-ice beverages.
In July, APMEA's comparable sales decreased 7.3 percent reflecting the impact of food quality and safety issues at a supplier to McDonald's and other food companies in China. As a result, performances in China, Japan and other markets suffered a significant negative impact. The affected markets represent approximately 10 percent of global systemwide sales and negatively impacted the segment's July comparable sales by over 700 basis points.
In looking ahead, McDonald's said it is undertaking recovery strategies to restore customers' trust and confidence.
