McDonald’s credits marketing with driving value perceptions and consumer spend
Despite sales falling for a second consecutive quarter, the CFO claims “great” marketing execution means McDonald’s can persuade customers to spend more.
McDonald’s excellence in marketing execution has the ability to “get consumers spending more” in its restaurants and drive value perceptions, according to CFO Ian Borden.
He was speaking to investors today (29 October) as the company reported its results for the third quarter ending 30 September 2024. McDonald’s global comparable sales decreased 1.5% versus the same period last year.
In July, CEO Chris Kempczinski admitted the brand’s value leadership in the fast-food sector had “shrunk”, as the chain reported its first quarterly decline in sales since 2020. He had identified value perceptions as a focus going forward.
“In response, we have moved with urgency in partnership with our franchisees to improve our value offerings in most of our major markets,” Kempczinski said today.
