McDonald's said in a release on Friday that global comparable sales for October increased 0.5% compared to a decline of 1.8% in the year-earlier period. McDonald's U.S. comparable sales rose 0.2%.
McDonald's specifically pointed to its limited promotions for its bone-in Mighty Wings menu item and its seasonal Pumpkin Spice Latte as well as the introduction of the new Premium Southwest McWrap for the improved sales. Yet the numbers were "dampened" compared to the year-earlier period when McDonald's ran its popular Monopoly promotion as well as "ongoing competitive activity," the company said. U.S. sales in October 2012 actually fell 2.2%, according to the company.
"Moving forward, the U.S. is intent on strengthening its underlying business momentum by evolving its everyday value options and balancing that with proven core favorites and relevant promotions that will add excitement and variety," the company said in a release.Shares were trading down 0.31% to $97.20 premarket trading. McDonald's comparable sales for Europe rose 0.8%, where it said positive performance in countries like the U.K., France and Russia was offset by negative results in Germany. Sales fell 2.8% in its Asia/Pacific, Middle East and Africa region, primarily driven by negative results in Japan. McDonald's is striving to improve performance in the region by providing "consistent value offerings, accelerating growth at breakfast and leveraging brand extensions -- drive-thru, delivery, kiosks and McCafe -- to enhance the service and convenience of the customer experience," it said. October systemwide sales, which includes franchisees as well as newer stores, rose 1.5%, or 3% in constant currencies. "Around the world, we are focused on providing the menu quality and choice, customer service and affordability that are the hallmarks of the McDonald's experience," said McDonald's President and CEO Don Thompson said in a statement. "We remain confident in the fundamental strength of the McDonald's system and our ability to drive initiatives that will deliver the greatest benefit for our customers." -- Written by Laurie Kulikowski in New York.