McDonald’s performance falls short

McDonald'sMcDonald’s says profit slumped in the third quarter as global sales fell amid a food safety scandal in China and intense competition in the United States.

Net income plunged 30 per cent in the July to September quarter from a year ago to $US1.07 billion ($A1.16 billion), the US fast food giant said on Tuesday.

Earnings per share of $US1.09 were well below the Wall Street estimate of $US1.37.

McDonald’s president and CEO, Don Thompson, was blunt about the results.

“By all measures, our performance fell short of our expectations,” Thompson said.

He added the company’s business and financial performance was “pressured by a variety of factors, from a higher effective tax rate, to unusual events in the operating environments in APMEA and Europe, to under performance in the US, our largest geographic segment.”

Total revenue declined 4.6 per cent to $US6.99 billion, missing expectations of $US7.18 billion.

Operating income fell 14 per cent to $US2.07 billion.

Global comparable sales, at restaurants open at least 13 months, fell 3.3 per cent from a year ago as the home of the “Golden Arches” attracted fewer customers in all major segments and the China meat scandal hit sales in Asia.

In the crucial US market, sales also fell 3.3 per cent amid tough competition, and operating income dropped 10 per cent “as initiatives to address the current market dynamics did not translate into improved financial results”.

McDonald’s said the US segment’s recently elected president, Mike Andres, was moving quickly to implement a more locally based strategy, including a simplified menu that features “locally relevant” menu options and new “customisable” options.

Food quality issues discovered at a supplier in China in July cost the company 15 cents per share, it said.

Comparable sales in the Asia Pacific, Middle East, and Africa segment dropped 9.9 per cent, in part due to China, its third largest market, and Japan.

Europe’s comparable sales fell 1.4 per cent amid US sanctions against Russia for its alleged support of pro-Russia separatists in Ukraine. Russian authorities have closed a number of McDonald’s outlets for alleged sanitary violations.

“The internal factors and external headwinds have proven more formidable than expected and will continue into the fourth quarter, with global comparable sales for October expected to be negative,” Thompson said.

“We understand the depth of the challenges and we are responding with the sense of urgency required to improve our performance.”

Shares in Dow member McDonald’s were down 1.8 per cent at $US89.98 in pre-market trade in New York.


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