McDonald’s Corp. recorded its best month of same-store sales results for 2013 in May, logging a 2.6-percent global increase.
Aside from a slightly positive 0.3-percent uptick in March, McDonald’s global same-store sales had been negative every month so far this year, as contracting eating-out markets across the world have constricted traffic and put pressure on the company to chase market share gains, often through value advertising and discounting.
In the United States, same-store sales rose 2.4 percent in May, accelerating from a 0.7-percent gain in April that had been McDonald’s only positive monthly result in 2013.
The Oak Brook, Ill.-based chain credited strong performance of its breakfast and chicken items, along with value platforms, for the sales gain. Its most recent product introductions have addressed those areas, including the Egg White Delight McMuffin and the Premium McWrap, which was sold at its full menu price of $3.99 after trading at aggressive price points during April’s introductory promotional period.
McDonald’s Europe segment registered its first monthly same-store sales increase of 2013, with a 2-percent gain. As they have for the past year and a half, the United Kingdom and Russia offset soft sales in France, Germany and several other markets in southern Europe dealing with austerity programs.
The company’s Asia/Pacific, Middle East and Africa, or APMEA, division swung to a 0.9-percent increase in same-store sales in May, recovering from a 2.9-percent decrease in April. McDonald’s said sales were still negative in China, where renewed fears of avian influenza dampened traffic at many restaurant brands. However, positive performance in other key markets and relatively flat performance in Japan — which has struggled to consistently grow traffic and sales since the March 2011 tsunami — helped offset weakness in China.
McDonald’s operates or franchises more than 34,500 restaurants in more than 100 countries, including more than 14,000 locations in the United States.