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CHICAGO >> McDonald’s is the latest major chain to back away from sharing monthly sales data, a move it is making as it works on a turnaround.
A dozen years ago during an earlier overhaul, McDonald’s opted to give investors a closer look at its performance and began issuing monthly sales reports. Now, as the restaurant giant, based in suburban Chicago, works on becoming “a modern, progressive burger company,” as CEO Steve Easterbrook says, it is ending that practice.
Easterbrook said Wednesday that McDonald’s would stop issuing monthly sales reports this summer, opting instead to give only quarterly assessments.
The company is also trying to make improvements in the U.S. business, including toasting buns longer to help deliver hotter sandwiches, Easterbrook said during a Bernstein Strategic Decisions Conference in New York on Wednesday. He added that the company would emphasize value in the U.S. this summer, with “a nationally consistent promotion featuring one of our most popular items” intended to drive incremental visits. He did not provide details on which menu items would be featured.
McDonald’s began releasing detailed monthly sales reports in February 2003 just weeks after it posted its first quarterly loss and did away with quarterly and annual earnings guidance. Back then, competitors like Wendy’s issued monthly sales reports.