OAK BROOK, Ill. — McDonald’s Corp. has been busy reinventing aspects of itself, from its menu offerings to digital enhancements such as Create-Your-Taste kiosk ordering in the U.S., but the company has not managed to improve its global sales. In late January, it replaced its CEO.
According to its February global sales report, system-wide sales were down eight per cent. U.S. sales dropped four per cent and the Asia/Pacific, Middle East and Africa region was down 4.4 per cent. In Europe, sales increased by 0.7 per cent and improved performance in the other countries and corporate segment, which includes Canada and Latin America, contributed to a boost in sales.
The Oak Brook, Ill.-based chain’s current performance “reflects the urgent need to evolve with today’s consumer, reset strategic priorities and restore business momentum,” reads the press release, issued yesterday. “The goal going forward is to be a true destination of choice around the world and reassert McDonald’s as a modern, progressive burger company.”
