McDonald’s UK reports record year

McDonald’s says a “strong” performance in the UK and Europe helped boost global profit by 9% last year.

Sales in Europe increased 3.4% for the three months to 31 December, despite the impact of bad weather, which affected sales in the UK and Germany.

It saw a 0.5% drop in like for like sales during the period.

McDonald’s does not report separate UK figures but Jill McDonald, McDonald’s UK CEO, says 2010 was a “record year” for the UK business.

She adds that: “We succeeded in growing our business and gaining market share from competitors in a tough market”

McDonald’s says its European operations continue to focus on “upgrading the customer experience” by modernising its restaurants, expanding its drive-thru business and offering a four-tier price menu.

It has recently introduced contactless payment in the UK.

The fast-food chain reported a 5% increase in global like for like sales and a 6% increase in total sales reaching a record $24bn (£15.2bn), for the year to 31 December.

In the US business, which reported a 4% rise in sales during the period, McDonald’s says its emphasis on driving customer traffic, menu innovation and value delivered “industry-leading” like for like sales growth during the fourth quarter.

McDonald’s plans to invest $2.5bn (£1.6bn) in new stores and refurbishing existing restaurants throughout 2011, including 10 new UK stores.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here