McDonald's: Key US sales figure slipped in Nov.

Published on NewsOK Modified: December 9, 2013 at 3:52 pm •  Published: December 9, 2013

OAK BROOK, Ill. (AP) — McDonald's said Monday that a key sales figure slipped 0.8 percent in the U.S. last month, as the world's biggest hamburger chain faced tough competition and flat traffic.

Sales at stores open at least a year is a key gauge of health because it excludes results from stores recently opened or closed. Shares slipped 1.1 percent Monday.

Globally, the sales figure rose 0.5 percent in November, the same as in October. The increase was the result of a 1.9 percent increase in Europe, led by U.K., France and Russia. This was somewhat offset by weakness in Germany.

It declined 2.3 percent in the region including Asia, the Pacific, the Middle East and Africa mostly because of softness in Japan.

McDonald's is dealing with intensifying competition and changing eating habits. People are increasingly reaching for foods they feel are fresh, healthy or higher quality, with chains such as Chipotle enjoying relatively stronger growth. To keep pace, McDonald's has introduced options such as chicken wraps and breakfast sandwiches with egg whites. But the company remains a target for health critics, and changing public perceptions about its food won't be easy.

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