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McDonald's fails to meet its US sales target due to a lack of demand for value-driven products

McDonald's missed Wall Street expectations for growth in U.S. quarter-to-quarter comparable sales on Thursday as low-priced meals and limited-time offers failed?to draw diners who have budgets that are strained due to higher fuel costs?and groceries.

Fast-food operators have had to turn to value-driven promotional campaigns to boost demand after several years of price increases.

According to data compiled and analyzed by LSEG, the world's largest burger chain reported U.S. sales growth in the same-store category of 3.9%, which was below expectations of a 4.2% rise.

The slowdown at McDonald's is a reflection of broader industry trends.

Some U.S. restaurants, such as Domino's and Wingstop?, have reported a weaker quarter-on-quarter sales growth. They cited a drop in customer spending due to the soaring gas prices caused by the Iran War.

Wall Street analysts said that lower-income consumers were becoming more selective. They are increasingly ordering single items rather than meals.

Placer.ai data showed that McDonald's U.S. sales were uneven in the first quarter.

Winter storms caused a 1.3% drop in same-store visits in January. In February, traffic increased 3.8% on the back of pent-up consumer demand. However, in March it dropped to 1.2% as a result of a muted response to menu changes and rising fuel prices. McDonald's expanded its McValue program in April to attract 'cost-conscious' customers.

McDonald's global comparable sales increased 3.8%. This was a slight improvement over the 1% drop in sales a year earlier, but it still fell short of analysts' expectations.

Sales in the 'business segment', which includes restaurants operated by local partners and led by Japan, rose by 3.4%. International sales grew by 3.9%, driven by demand in Britain, Germany, and Australia.

The net income for the quarter January-March rose by 6%, to $1.98billion. McDonald's reported adjusted earnings of $2.83 per share in the January-March quarter, up from $2.67 an year ago.

(source: Reuters)