McDonald’s applies ‘forensic analytics’ as it looks to replicate UK sales success globally

McDonald’s has seen the 40th quarter of consecutive sales growth in the UK, with its CEO Steve Easterbrook crediting its success to new innovations including table service, its premium ‘Signature Collection’ and mobile app as it looks to replicate that success globally.

McDonald’s saw global comparable sales increase 6.2% over the first quarter, while consolidated revenue decreased by 1%. The growth was led by strong performance in the UK, Australia and Canada. Meanwhile in the US, first quarter comparable sales increased 5.4%, fuelled by the ongoing popularity of its all day breakfast.

Speaking on an investor call today (22 April), Steve Easterbrook said the company is applying “forensic analytics” across the business to identify future growth opportunities, including how it can roll out innovations from local markets globally.

“We’ve reacted to changing consumer demands at every price point. One example is the new ‘Signature Collection’ that was piloted in the UK in the first quarter,” he said.

“We’re also innovating around service. As we roll out table service, our mobile app and digital self-service kiosks, we’re providing more choice and flexibility for consumers and allowing them to experience the McDonald’s of the future.”

READ MORE: McDonald’s to roll out table service across UK as premium focus pays off

Easterbrook added that the company is well on its way in its aim to become a “modern burger company” and is seeking to sustain its positive momentum.

“The turnaround is taking hold and customers are responding well to the changes. We are pleased with the progress – we are serving fresher food and the overall service experience has improved. Many critical markets are returning to growth, increasing profitability for both the company and our franchisees,” he said.

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  • Ashley Friedlein 5 Sep 2016 at 6:00 pm

    Do you know whether the increase in sales is a result of more customers or just existing customers spending more per visit? I suspect the latter if the premium strategy means higher prices? In which case this is about growth through yield?

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