McDonald's Corp. said sales jumped 1.9% in August, boosted by a big increase at its European restaurants.
The fast-food giant reported the sales increase at restaurants open at least 13 months compared to sales in August 2012.
The biggest gains came in Europe, with an increase of 3.3%. Sales at the chain's U.S. restaurants were up 0.2%, while those in Asia, Middle East and Africa fell 0.5%. The European jump was led by increases in the United Kingdom, France and Russia.
The Oak Brook, Ill., company has been facing intense competition from rivals Burger King and Wendy's, which have revamped their menus and increased marketing efforts. McDonald's has also attempted to adjust its menu to meet changing consumer preferences, offering items that are lower in fat such as egg white breakfast sandwiches and chicken wraps and promoting its dollar menu at a time people are being more careful about spending.
"Ensuring that each of our strategies resonates with our customers is the key to our performance, today and for the long term," said Don Thompson, McDonald's president and chief executive. "We remain confident in ... our ability to connect with customers and deliver the menu choices, value and convenience they expect from McDonald's."
McDonald's, which has more than 34,000 locations globally, is also trying to remind people of longtime favorites and has been featuring its Big Mac in TV and online ads. It also recently expanded its lineup of Quarter Pounders, saying it wanted to capitalize on the popularity of the burger.
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