McDonald’s says US sales are improving amid tensions with franchisees: ‘We’re taking the right steps’

McDonald’s says US sales trends improved in September and October as promotions and marketing drew back customers who had been cutting spending on dining out. The update comes after its first quarterly US comparable-sales decline in more than a year, while the company is also working through disagreements with franchisees over the cost and control of value offers.

US comparable sales fell 0.2% in the quarter to 30 September, slightly worse than analysts’ expected 0.1% decline, and restaurant visits were down 4.6% year on year. Offers such as a $2 breakfast sandwich and free fries with a $1 purchase supported demand, but a third of franchisees did not take part in the under-$3 menu. McDonald’s shares rose more than 5%; adjusted earnings were $3.57 per share, and the company aims to expand its AI drive-through assistant to most US restaurants by the end of 2027.