However, consumer needs and preferences have changed, and McDonald\'s current performance reflects the urgent need to evolve with today\' consumers, reset strategic priorities and restore business momentum.
McDonald’s has received 4.4 per cent drop in sale at APMEA( Asia/Pacific, Middle East, Africa) region this February.
According to release issued by McDonald's Corporation global comparable sales decreased 1.7 per cent in February.
Creating consistently relevant and satisfying customer experiences have been hallmarks of McDonald's business and historic success.
However, consumer needs and preferences have changed, and McDonald's current performance reflects the urgent need to evolve with today's consumers, reset strategic priorities and restore business momentum.
The goal going forward is to be a true destination of choice around the world and reassert McDonald's as a modern, progressive burger company.
US comparable sales decreased 4.0 per cent in February due to ongoing aggressive competitive activity.
McDonald's US began March with a Turnaround Summit designed to deliver renewed energy and focus around the elements of the restaurant experience that matter most to customers - relevant, high-quality food and beverage offerings, compelling value and outstanding service from a trustworthy brand.
In Europe, comparable sales increased 0.7 per cent in February as positive performance in the UK and Germany was partly offset by negative results in Russia.
Amid Europe's macro-economic headwinds, McDonald's continues to pursue a balanced approach to driving the business through new menu offerings, emphasis on core menu favourites, and unique value options.
APMEA's February comparable sales decreased 4.4 per cent due primarily to the broad-based consumer perception issues in Japan, partly offset by a benefit from the shift in timing of Chinese New Year in China and certain other markets, as well as positive results in Australia. Rebuilding brand trust by strengthening McDonald's quality and value perceptions is one of APMEA's top priorities for 2015.
However, system wide sales for the month decreased 8.0 per cent, or increased 0.5 per cent in constant currencies.