Full-year group revenues at the fast food retailer fell by 7pc
McDonald’s will accelerate the rollout of table service across its refurbished UK restaurants and expand its trial of premium burgers in a bid to revamp its image amid intensifying competition in the fast food space. The burger chain said the digital kiosks, which allow customers to order from their tables and have the food delivered, “proved so successful” in 14 test locations that it will be included in all newly transformed restaurants from February. • The secret menu items you didn’t know you could order at McDonald’s “We opened 26 new restaurants last year and the rollout of our reimaging programme is transforming the way we serve customers, and has been a key growth driver,” said Paul Pomroy, chief executive of McDonald’s UK. “To date, over 300 restaurants have been refurbished and we expect a further 350 to be completed and reopened for customers by the end of the year – an average of one every day.” McDonald’s launched new packaging earlier this month Photo: McDonalds McDonald’s chief executive Steve Easterbrook, who took the helm last year, has made it his mission to revitalise the 75-year-old company – most recently by launching bold and colourful new food packaging. Last year, McDonald’s announced it would shrink by 59 US stores in 2015 – the first time in at least 45 years that it has closed more US stores than it has opened. The improvement plans came as McDonald’s announced it ended 2015 with its busiest quarter ever in the UK after launching healthier side options such as carrot sticks and adding variety to the Happy Meal menu, including Roald Dahl books as a giveaway. “Value has also remained a focus in 2015, with the double cheeseburger our highest selling item, and our McCafe range has continued to perform well, and we remain the biggest seller of black and white coffee in the UK,” Mr Pomroy said. Customers can order food to be delivered to their tables Higher margins from franchise operations boosted operating income from core international markets – the UK, Canada and Australia – by 8pc at constant currencies, but exchange rates led to a 3pc slump. The launch of all-day breakfast boosted McDonald’s comparable sales in its core US market, which accounts for a third of its revenues, by 5.7pc in the fourth quarter.
MCDONALDS BREAKFAST 24/7 YES ITS HAPPENING ITS FINALLY HAPPENING— barry allen (@obriensgustin)
July 1, 2015
MCDONALDS ALL DAY BREAKFAST MENU YES THANKYOU JESUS HASHBROWNS EVERY HOUR OF THE DAAAAAAYY— Matilda (@matildamstewart)
July 1, 2015
This followed a 0.9pc increase in US like-for-like sales in the third quarter, marking the region’s first comparable sales increase in two years. However, full-year group revenues at the fast food retailer fell by 7pc to $25.4bn, weighed down by currency translations, despite a 1.5pc increase in global like-for-like sales. Operating income fell by 10pc to $7.1bn and profits for the year were 5pc lower at $4.5bn. [embedded content] McDonald’s returned $9.4bn to shareholders during 2015 as part of its promise to hand back $30bn in share repurchases and dividends by the end of 2016. “We are demonstrating that our turnaround plan is key to restarting growth and becoming a modern and progressive burger company,” Mr Eatserbrook said. Shares in the New York-listed fast food company gained 2pc in early trading on Monday.