Performance was flat across the corporation’s US arm, with sales down 0.1% last month, as promotional activity failed to overcome a sluggish economy. Strong results in the UK and Russia failed to boost European sales, however, which was a marginally better 0.6% overall, largely as a result of poor performance in Germany and southern Europe.
Similarly, in Asia-Pacific, the Middle East and Africa, good Australian results failed to offset Japan’s weakness, and the region reported a steeper decline, at 1.5%. The company also reported a negative impact from the shift in the timing of Ramadan.
McDonald’s chief executive officer Don Thompson said: “We are committed to driving the business over the long-term by executing our proven ‘plan to win’ strategy, despite softer global comparable sales in July.
“I am confident that McDonald’s will continue to succeed as we execute against our three global priorities of optimising the menu, modernising the experience and broadening accessibility to our brand.”