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McDonald's reported a miss in quarterly profit estimates for the first time in two years, as cost-conscious consumers tightened their belts and the Middle East conflict contributed to a decline in international sales.
Despite efforts to entice customers with offers, global comparable sales growth continued its downward trend for the fourth consecutive quarter, landing at 1.9%—below the projected 2.35% increase, according to LSEG data.
Price Increases Amid Rising Costs
CNA noted that over the past year, McDonald's has implemented mid-to-high-single-digit percentage price hikes to offset the rising costs of eggs and other essential ingredients. However, these adjustments have not fully resonated with lower-income consumers, whose budgets remain strained.
The company's challenges were further compounded by a modest 0.2% dip in sales from its international licensees, which account for 10% of overall revenue. This deviated from analysts' more optimistic expectations of a 0.98% rise.
International Sales and Market Dynamics
According to Reuters, McDonald's CFO, Ian Borden, cautioned about a downturn in international sales in the first quarter, which was affected by turmoil in the Middle East and a faltering Chinese economy—McDonald's second-biggest market.
CEO Chris Kempczinski had also previously highlighted significant business impacts from the conflict, including backlash to the perceived stance of Western brands like McDonald's and Starbucks amid boycott campaigns.
Comparison with Competitors
McDonald's financial results starkly contrasted with those of other fast-food players. Notably, Burger King's parent company, Restaurant Brands International, surpassed expectations for the same period, and Domino's Pizza enjoyed a boost from promotional offers.
In the United States, McDonald's reported a 2.5% increase in same-store sales, significantly lower than the previous year's 12.6% growth and marginally beneath the forecasted 2.55% growth. This suggests that inflation-driven frugality among American consumers extends to their fast-food choices.
Financial Highlights and Market Reaction
The adjusted per-share profit stood at $2.70, slightly under the expected $2.72. Operating costs and expenses saw a 2% increase, reaching $3.43 billion. Following the announcement, McDonald's shares experienced a slight downturn in premarket trading, adding to a nearly 8% decline observed over the year.
This performance underscores the widespread challenges global consumer brands face in navigating economic uncertainties and changing consumer preferences.
Photo: Jurij Kenda/Unsplash
