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McDonald’s officials said the chain of more than 14,000 U.S. units and nearly 35,000 locations worldwide would seek to increase its market share, as it did in the second quarter despite a contracting informal-eating-out market.

Chief executive Don Thompson said during the company’s earnings call that the products introduced in the second quarter — the Egg White Delight McMuffin, Blueberry Pomegranate Real Fruit Smoothie, Premium McWrap and new varieties of the Quarter Pounder — resonated with consumers. However, they could only partially offset wider declines in total foodservice demand in most of the brand’s major markets.

“I want to make sure that everyone understands that the informal-eating-out market is relatively flat and declining in many of the markets around the world, so we’re not going to change that menu pipeline execution strategy,” he said. “It is absolutely working. However, we are facing some headwinds, and so we’ll continue to execute that, continue to make our target to outperform in the marketplace as a whole.”

McDonald’s 1-percent gain in domestic same-store sales in the second quarter came as the larger restaurant market declined about 0.5 percent, he said, adding, “We know that we put things in place to address that in the U.S., and we have outperformed the competition.”

Executives added that McDonald’s has moved up its Monopoly Game promotion to July instead of lapping it year-over-year in October in order to drive sales of the new items, which all provided news in the chain’s growth categories of breakfast, beverages, chicken and beef.

“We know that Monopoly is always a great transaction driver, and these new products are prominently featured in the promotion,” chief financial officer Pete Bensen said, “so following those product launches up with Monopoly seemed like a very prudent thing to do.”

When analysts asked if the move opened up October and the fourth quarter for some other opportunity to drive traffic with a new menu item or platform, the executives hinted it would, but declined to elaborate.

Contact Mark Brandau at mark.brandau@penton.com.
Follow him on Twitter: @Mark_from_NRN