The comparable global sales of the second quarter of McDonald beat Wall Street estimates on Wednesday, while beams of meals at affordable prices and promotions attracted the diners attentive to the budget trying to lengthen their dollars in the midst of economic uncertainty.Its shares increased by 2.3% in the first stores as a strong demand in US and international markets have fueled an increase of 3.8% of global sales of the same shop, above the expectations of an increase of 2.4%, according to the data completed by LSEG.
Fast food chains have seen the competition warm up while companies like McDonald’s, Domino’s pizza and the owner of Taco Bell, Yum’s brands double the valuable meals to contrast a slowdown in the demand, mainly among low -income families.
To improve sales, McDonald’s launched a limited time Happy Meal offer for children and adults related to the promotion of the “Minecraft” film in April. In May, he introduced McCrispy chicken strips as a permanent menu item. These promotions are added to the $ 5 deal and the purchase, the additional component for $ 1 offers launched last year.
CEO Chris Kempczinski said that the new low -income consumer involvement is “critical”, since they generally visit its restaurants more frequently than medium and high income groups.
“This bifurcated consumer base is the reason why we remain cautious about the total short -term health of the US consumer,” he said.
The Innovation and Promotions menus had also helped Domino’s report to Olyry the sales of the same shop, while the weakening of the demand damaged the sales of Yum Brands and Chipotle Mexican Grill.
For the second quarter, visits to customers in McDonald’s have passed the largest category of rapid service restaurants, the data of the Placer pedestrian traffic monitoring company have shown.
“While rivals like Yum Brands and Chipotle fought with consumer pullback, McDonald played on his strengths by relying on the value, nostalgia and limited time promotions,” said the analyst of Emaketer Zak Stambor.
Sales comparable in the United States, the largest McDonald market, grew by 2.5%, compared to a drop of 0.7% of a year ago.
Sales in its corporate segment in which restaurants are managed by local partners, 5.6% increased, led by Japan, while it has increased by 4% in international markets, on the resumption of demand in the United Kingdom, Canada and France.
The rectified net profit of $ 3.19 per share exceeded $ 3.15 estimates.
