Balance: McDonald's defies Corona

McDonald's defies Corona

Imago / NurPhoto
McDonald's continues to recover from the Corona pandemic.
McDonald's continues to recover from the Corona pandemic.

USA, Oak Brook. In the fourth quarter of last year, McDonald's sales rose 13% to about $ 6 bn. (about € 5.3 bn.). Foreign markets grew more strongly than the U.S. market. According to the company, this was partly due to the fact that significantly fewer restaurants were closed internationally compared to the previous year.

McDonald's achieved overall system-wide sales growth of 21% in full-year 2021, according to a just-released company statement. The brand generated sales of about $ 112 bn. and global operating income of about $ 10 bn. The industry leader's bottom line thus earned a good $1.6 billion more in the second Corona year than in 2020, although the company also benefited from proceeds from the sale of shares in McDonald's Japan.

Loyalty program pays off

Global like-for-like sales grew 17%, up 8% compared to 2019. In the United States, like-for-like sales grew 13.8% year-over-year (+14.3% vs. 2019). Q4 was also up here, 7.5% (13.4% vs. Q4 2019). According to McDonald's, this result stemmed from strong increases in average receipts, which were achieved through strategic menu price increases. "Strong menu and marketing promotions, such as the McRib and Crispy Chicken Sandwich, as well as growth in digital channels driven by the company's loyalty program, also contributed to comparable sales growth," the brand announces.

Focus on customer experience

Although 2021 has been a year of continued challenges around the world, the company has worked together with unprecedented commitment and delivered exceptional performance, CEO Chris Kempczinski is quoted as saying. "We enter the new year with a clear focus on creating memorable customer experiences and delivering long-term, sustainable growth for our stakeholders." Covid-19 continued to result in varying degrees of regulatory restrictions on restaurant hours of operation, limited seating capacity and, in some cases, dining room closures internationally, according to McDonald's. The company believes it has taken appropriate precautions, including guidance from health authorities, and will continue to adapt and improve its approach to protect the safety and well-being of its customers and employees.

European market

The brand does not show specific figures for European country markets in its report, but it states: "Strong operational performance and fewer restaurant closures related to Covid-19 resulted in very strong positive comparable sales in France, the U.K., Italy and Germany. Covid-related government restrictions in the quarter resulted in relatively flat comparable sales in Australia. On a 2-year basis, comparable sales increased 8.2%."

McDonald's is the world's leading foodservice company, with more than 40,000 locations in more than 100 countries. About 93% of McDonald's restaurants worldwide are operated by independent local business owners, according to the company.

Source:, / dfv Mediengruppe


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