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Apr 30, 2018

McDonald's sales gains show customers drawn by new discounts

FILE PHOTO: A sign for the U.S. fast food restaurant chain McDonald's is seen outside one of their restaurants in Sint-Pieters-Leeuw

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McDonald’s Corp. may be hitting its stride. The company’s revamped stores, fresh beef burgers and premium sandwiches -- along with its new US$1, US$2, US$3 menu -- is clicking more with Americans.

The burger chain reported global same-store sales that topped analysts’ projections in its latest quarter, indicating its new dollar menu and recent breakfast deals in the U.S. are working. The report sent the shares up the most in nine months on Monday.

Like others in the American fast-food industry, McDonald’s has been heavily pushing discounted fare to give it a boost in the U.S., where it has 14,000 locations. The company on Monday also cited strength in China, Italy, Germany and the U.K.

“They’re appealing to the value customer and appealing to the customer who also wants a slightly nicer atmosphere,” said BTIG analyst Peter Saleh. “McDonald’s is going to start taking back some market share.”

Same-store sales rose 5.5 per cent in the first quarter, the company said in the statement. That compared with the 3.8 per cent gain seen by analysts, according to Consensus Metrix. Domestically, they increased 2.9 per cent, also exceeding projections. U.S. same-store sales have gained for the past three years.

McDonald’s shares climbed as much as 4.4 per cent to US$165.23 in New York, the biggest intraday rally since July. The stock had fallen 8 per cent this year through Friday’s close.

Excluding some items, earnings amounted to US$1.79 a share in the quarter, while analysts projected US$1.67 on average. Revenue of US$5.14 billion, surpassed estimates of US$4.97 billion.

REMODELED STORES

Chief Executive Officer Steve Easterbrook is looking to new menu items and revamped restaurants to fuel gains at McDonald’s. The company has accelerated its so-called Experience of the Future remodels, which it says will be in most domestic locations by 2020. It’s also offering fresh, instead of frozen, beef in certain hamburgers.

McDonald’s has previously said it will invest US$2.4 billion to help remodel stores in the U.S., and open new locations. McDonald’s is also spending capital to modernize its technology. Delivery is another big push to get its food into more customers’ homes. The service is being provided by UberEats.

In the company’s international lead segment that includes the U.K. and Canada, same-store sales rose 7.8 per cent. They gained 4.7 per cent in the high-growth unit that includes China and South Korea. Both segments topped estimates.

In China, where competition among restaurant chains is on the rise, McDonald’s has said it wants to almost double its outlets within five years.

--With assistance from Vivian Li (Bloomberg Global Data).