UK leads McDonald’s European performance

McDonald’s summer advertising activity and the introduction of new products in the UK, helped drive European sales in July.

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The fast food chain has reported a 5.3% increase in comparable sales in Europe for the month, led by performance in the UK as well as Germany and Russia.

McDonald’s introduced wraps, which it claims are the biggest addition to its menu in four years, and launched a TV ad campaign highlighting the company’s CSR message in mid-June.

European performance was also helped by the growing popularity of breakfast and the ongoing refurbishment of its restaurants, it says.

US sales were up 4.4% during the month, boosted by a new smoothie menu and the Asia/Middle East and Africa region reported a 4% uplift in sales.

McDonald’s CEO Jim Skinner, says: “We’re creating a unique McDonald’s experience that is welcoming our customers into modern restaurants with convenient hours and locations and offering more choice in food and drink options than ever before.”

During the month McDonald’s announced it is to open its biggest ever restaurant in the London Olympic Park.

McDonald’s to push its CSR credentials in TV ad.

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