McDonald's reports global sales dip

McDonald's reports global sales dip

Fast-food giant McDonald’s said global sales declined in February, including a 4% drop in the US that the company blamed on “aggressive competitive activity”.

The world’s biggest hamburger chain said global sales fell 1.7% at established locations.

In the division including Asia, the Middle East and Africa, sales were down 4.4%. The figure edged up 0.7% in Europe.

McDonald’s, based in Oak Brook, Illinois, is trying to reinvigorate its image amid shifting tastes and intensifying competition.

The company has promised changes are on the way to turn around its business, and earlier this year appointed chief brand officer Steve Easterbrook as its new CEO.

Mr Easterbrook started in his new role last week, which coincided with a “turnaround summit” for US franchisees in Las Vegas.

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