McDonald's Combats Challenging U.S. Market With Customer Focus

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NEW YORK (TheStreet) -- McDonald's reports flat same-store sales in the U.S. in April, an improvement from five straight months of declines in what the company says remains a challenging market.


Shares of McDonald's (MCD) were trading slightly lower on Thursday after the fast food chain reported same-store sales in April that rose 1.2%, in line with analyst estimates.

The company saw the most weakness in Europe, especially  Germany. European sales ticked higher by 0.3%, while same-store sales were strongest in the Asia/Pacific, Middle East and Africa region, rising 2.9%. Sales at existing U.S. locations were flat -- an improvement from five straight months of declines.

McDonald's said the industry in the U.S. remains challenging.

CEO Don Thompson said in a statement, "We are strengthening our business plans by emphasizing customer-driven strategies."  The company ran a free coffee promotion during breakfast hours in the beginning of April, which helped to lure in customers.

At last check, shares of McDonald's were slipping 0.04% to $101.92.

In New York, I'm Brittany Umar for TheStreet.

Written by Brittany Umar in New York.

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