McDonald’s reports slower US sales in second quarter
Too many promotional offers, including a disappointing World Cup campaign, contributed to growth of just 0.8%.
McDonald's reported slower sales growth in the United States during the second quarter, citing excessive simultaneous promotional offers as the primary culprit. The fast-food giant blamed a World Cup campaign that fell short of expectations, as well as inconsistent implementation of value-oriented deals, for its struggles. Despite executives' commitment to a value-oriented menu, US restaurants were overwhelmed by "too many deployments" in the quarter, according to McDonald's CEO Christopher Kempczinski.
US comparable sales grew by just 0.8%, much lower than the 3.9% seen in the first quarter, while guest counts fell. Overly complex promotions, such as one offering 10 items for under $3, left franchisees with too many choices, diluting the campaign's impact. Additionally, McDonald's reduced some digital offers from earlier in the year, further complicating matters.
The company remains committed to simplifying its marketing strategy, with Kempczinski stating that "execution opportunity" is a key focus for the remainder of 2026. McDonald's still reported profits up 5% to $2.4 billion and revenues up 4% to $7.1 billion, but experienced weaker-than-expected performance in France and negative comparable sales in China. The company's shares rose 2.0% after midday trading.
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