FILE - In this Aug. 19, 2004 file photo, commuters stand near a McDonald's restaurant in Marathon, Greece. McDonald's Corp. says a key revenue figure came in flat in July as diners pulled back amid a persistently weak economy. After years of outperforming rivals by emphasizing value and rolling out popular new items, the stall is also a sign that competition is intensifying for the world's biggest hamburger chain. The figure dipped 0.6 percent in Europe because of weakness in Germany and several Southern European markets. It fell 1.5 percent in the Asia Pacific, Middle East and Africa region, a key growth area for McDonald's. (AP Photo/Lefteris Pitarakis)
August 08, 2012 - 9:14 AM
NEW YORK, N.Y. - The Golden Arches are starting to lose some of their shine.
McDonald's Corp. says a key revenue figure came in flat in July as diners pulled back amid a tough economy. After years of outperforming expectations, even through the recession, the stall the latest sign that the world's biggest hamburger chain is starting to feel the effects of the global economic volatility.
In the U.S., the company said its promotions failed to drive growth, and revenue at restaurant open at least 13 months dipped 0.1 per cent. The Oak Brook, Ill.-based company also says it faced a tough comparison from a year ago, when it launched the mango pineapple smoothie.
The figure dipped 0.6 per cent in Europe because of weakness in Germany and several Southern European markets. It fell 1.5 per cent in the Asia Pacific, Middle East and Africa region — a key growth area for McDonald's.
Sales in Latin America and Canada, which are not reported separately, helped pull overall results even with last year.
Revenue in restaurants open at least 13 months is a key measure of a restaurant chain's performance because it excludes the impact of recently opened or closed stores. It does include the company's temporarily closed restaurants.
The figures are a snapshot of money spent on food at both company-owned and franchised restaurants. They do not reflect corporate revenue.
In economically hard-hit regions, such as Europe, McDonald's has been working to emphasize the value of its meals to get penny-pinching consumers to eat out more often. The company noted last month that consumers are pulling back more in light of the weak economy.
McDonald's has exceeded expectations in recent years in large part by emphasizing value and continually evolving its menu to keep up with changing tastes. Some of its most successful new offerings in recent years — such as snack wraps and specialty coffees — give customers a way to treat themselves for just a few bucks. They also happen to have high profit margins.
But now the company is also facing stiffer competition from newcomers such as Panera Bread Co. and old rivals such as Burger King Worldwide Inc. and Wendy's Co., which are revamping their menus and marketing to win market share.
And last month, McDonald's said its net income fell 4 per cent in the second quarter as unfavourable currency exchange rates and high costs ate into profits.
Shares of McDonald's fell $2.64, or 3 per cent, to $86.37.
News from © The Associated Press, 2012