McDonald's announces decrease in global comparable sales for November

McDonald’s Corporation released a report announcing its global comparable sales have decreased 2.2 percent in the month of November. U.S. sales have declined 4.6 percent; European sales also declined 2.0 percent; while Asia/Pacific, Middle East and Africa sales were down 4.0 percent. "Today's consumers increasingly demand more choice, convenience and value in their dining-out experience," said McDonald's President and Chief Executive Officer Don Thompson.  "We are working to bring the McDonald's Experience of the Future to life for our customers to better deliver against these evolving expectations.  Each of our geographic segments is focused on regaining business momentum by prioritizing initiatives to improve comparable sales performance in the near-term, while developing innovations to deliver sustained profitable growth through McDonald's Experience of the Future." In order to combat what is an ongoing decrease in sales, McDonald’s U.S. is currently working on enhancing its marketing tactics, simplifying menu options and implementing a hyper-local organizational framework to increase applicability among consumers. While sales in the U.K. proved positive for the brand, overall European sales decline has stemmed from very weak sales in Russia with current political divides and negative results in France and Germany. McDonald’s Europe will continue concentrating on, “locally-relevant value and premium menu options, including differentiated beverage and breakfast offerings.” This information comes before the brand releases its fourth quarter results before January 23, 2015, which will be unfavorably affected by negative top-line performance, supplier issues in China and the bolstering of the U.S. dollar against all foreign currency.