McDonald’s profits boosted by marketing and innovation

McDonald’s has reported a 15% rise in profits for its second quarter, attributing its recent marketing and design changes for playing a key role.

McDonald's ad
McDonald’s ad

The company has reported profits of $1.23bn (£783m), up from $1.1bn (£714m) a year earlier. Revenue rose 5% to $5.95bn (£3.86bn).

Global like-for-like sales, which strip out the impact of sales at restaurants opened in the past 12 months, rose by 4.8%.

“Upgrading the customer experience with contemporary and inviting decors, signature menu options and unique marketing promotions contributed to Europe’s second quarter performance,” the company says.

Chief executive Jim Skinner adds: “What makes McDonald’s unique is the distinctive experience we’re creating for our customers through menu innovation, restaurant reimaging and operations excellence.”

In the UK, the restaurant recently unveiled its 2012 themed advertising campaign focusing on British farming, titled “That’s What Makes McDonald’s”. It was also an official sponsor of the World Cup.

McDonald’s chief marketing officer Mary Dillon is to leave the company to become chief executive of US telecoms firm United States Cellular.

The fast-food company recently unveiled its new activation for its “I’m Lovin’ It” strapline, which will run globally from next year.

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