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October bites into McDonald’s

Published: November 9, 2012 | 9:40 am
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The fast-food chain saw a key monthly sales figure fall for the first time since 2003.

NEW YORK – McDonald’s Corp. is having a tough time stomaching the competition.
The world’s biggest hamburger chain said Thursday that a key sales figure fell in October for the first time in nearly a decade, as it faced the double whammy of a challenging economy abroad and intensifying competition at home. The company, based in Oak Brook, Ill., says global revenue at restaurants open at least 13 months fell 1.8 percent for the month. The last time it dropped was in March 2003.
The figure is a key metric because it strips out the impact of newly opened and closed locations. It is a snapshot of money spent on food at both company-owned and franchised restaurants and does not reflect corporate revenue.

McDonald’s says the figure fell in each of the three regions it reports. In both the United States and Europe, it fell 2.2 percent. In the region encompassing Asia, the Middle East, and Africa, it dropped 2.4 percent. Chief executive Don Thompson cited the “pervasive challenges of today’s global marketplace” for the declines.

Canada, which is not included in the monthly sales figures, was positive for the month.

After years of outperforming its rivals, McDonald’s has been hitting some road bumps recently, with longtime rivals such as Burger King and Wendy’s Co. reviving their brands with improved menus and new TV ad campaigns. Taco Bell, owned by Yum Brands Inc., is also enjoying growth with the help of new offerings such as it Doritos Locos Tacos and higher-end Cantina Bell bowls and burritos.

Additionally, people are increasingly flocking to restaurants run by companies such as Chipotle Mexican Grill Inc. and Panera Bread Co., which offer better quality food for a little more money. The broader fast-food landscape has been undergoing changes over the last several years, too, with the rise of chains including Subway and Starbucks.

Company shares shed $1.73 Thursday to close at $85.13.


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