The fast food chain of McDonald’s announced the results of Wednesday for the second quarter more or less meet market expectations, with a turnover that took advantage of the newcomers in the menus and promotions to try to attract low -income customers again.
Sales with a series of comparable restaurants increased 3.8%for a year worldwide, especially in countries where the network is franchiseed (+5.6%) but also has (+4%). The group has approximately 5,000 franchisees worldwide. In the United States, the increase was limited to 2.5%. “Assistance in the United States is still a challenge,” said Chris Kempczinski, group head, during an audipience with analysts, and emphasized that “low -income clients had fallen again by more than 10%” for a year.
However, “reconnecting” with this category “is crucial because, traditionally, these clients visit our restaurants more frequently than those with medium and high income,” he said. To this end, the chain multiplies low -cost promotions and offers, such as the $ 5 menu, the operation that should only be temporary but that has just crossed its first year, or the recent launch of a refrigeration to less than three dollars.
Managers also have the loyalty program: in the United States, a registered client comes on average 26 times a year, compared to 10.5 times outside the program. Around a quarter of customers in the United States are part of this, against about 90% in China, said Chris Kempczinski.
Average ticket increase
In the end, the consolidated turnover of the group increased by 5% (4% in constant exchange) in the second quarter to 6.84 billion dollars and its net gain increased by 11% to 2.25 billion. If it is a little better than the consensus of FACTST analysts (6.70 billion) in terms of activity, the group fell into the forecast on their net benefit.
Informed by action and excluding exceptional elements (privileged value by the markets, the latter reaches 3.19 dollars, compared to $ 2.97 the previous year. The consensus waited $ 3.14. Around 7:40 PM GMT, McDonald’s Action earned 3.72% in the New York Stock millions in the first half), mainly linked to its restructuring plan “accelerating to the organization.”
The increase in billing in the United States is mainly due to an increase in the average ticket and, in franchisee markets, it was mainly carried out by the boom in sales in Japan, McDonald’s said in its press release.
Source: BFM TV
