While the month of July saw McDonald’s sales increase by 0.7 percent on a global scale and by 1.6 percent in the US, it did not perform so well in Europe, the Asia Pacific, Middle East and Africa. 

The company said its breakfast menu, classic core favourites and everyday value offerings contributed to the brand’s performance in the US, along with its featured products, which include Premium McWraps, the Big Mac and McNuggets.

Sales declined by 1.9 percent in Europe, with negative results in countries including Germany and France cancelling out positive results in the U.K. and Russia.

In the Asia Pacific, Middle East and Africa (APMEA) sales similarly declined by 1.9 percent, with negative results recorded in Australia, Japan and China.

In a bid to drive sales in the APMEA region, McDonald’s plans to offer more innovative, limited-time menu options for customers. 

The fast food chain’s president and CEO, Don Thompson said the brand will nevertheless continue to adopt its current strategy.

“McDonald’s Plan to Win and our three global growth priorities to optimise the menu, modernise the customer experience and broaden accessibility to McDonald’s continue to serve as our strategic roadmap – keeping us focused on delivering great-tasting, affordable meals in modern restaurants.

“In July, we delivered modest global comparable sales growth, relatively in-line with our expectations. Looking ahead, we remain focused on building market share and strengthening our position as our customers’ favourite place and way to eat and drink.”