Investment research firm Evercore ISI stated,$McDonald's (MCD.US)$The same-store sales trend turned positive in the second half of August. Although the market generally expects a 1% year-on-year decline, the agency believes McDonald's same-store sales may achieve a slight positive increase in the third quarter.

David Palmer (David Palmer), an analyst at the agency, said, “Looking ahead to the fourth quarter, we believe McDonald's value-added menu, increasing product news, and advertising investment will continue to help it increase its market share. We think McDonald's operating system is more consistent than a few months ago, and service metrics have improved along with marketing and value.” McDonald's is receiving market attention due to its continued improvement in customer traffic, a trend that could put pressure on competitors.

Over the past four weeks, McDonald's “Collection Package” series has received widespread acclaim. This package includes breakfast or lunch food and includes one of six collectible mugs inspired by McDonald's connections to iconic toys, movies, and pop culture. McDonald's mentioned in a press release: “Over the years, our fans have developed a special emotional connection with McDonald's collections. From the toys for the Happy Land meal to the merchandise, games, and mugs, these souvenirs aren't just items; they also evoke core memories of our favorite McDonald's moments.”

Another factor that has attracted customers recently is its $5 package. Launched at the end of June, the service includes 4 pieces of McLean chicken, fries, drinks, and a customer-selected chicken or double layer burger. According to data from market research firm Numerator, 70% of McDonald's customers said they chose to eat at McDonald's partly because of the $5 package, and 58% of customers said they chose McDonald's over other fast food chains because of these limited-edition packages.

Prior to the recent surge in sales volume, McDonald's global same-store sales declined for the first time in more than three years. Weak sales included a 0.7% drop in same-store sales in the US, which fell short of the 1% increase generally anticipated by the market. The decline in same-store sales was mainly due to reduced customer traffic, but this effect was partly offset by an increase in average billing due to higher strategic menu prices. Successful implementation at the restaurant level and continued growth in digitalization and delivery had a positive impact on performance.

Going forward, McDonald's plans to make the “Big Arch” burger a permanent part of its menu. The fast food giant plans to test this menu item in several countries before rolling out to the US market on a large scale. McDonald's initially announced the launch of the “Big Arch” program at its annual investor conference last year, saying it was to meet customer demand for fuller burgers.

In a recent earnings call, McDonald's CEO Chris Kempczinski (Chris Kempczinski) stated that “Big Arch” is an improvement on the chain's signature flavor and is a “typical” new product. According to reports, the “Big Arch” is larger than the traditional Big Mac and contains two slices of beef patty, three slices of white cheddar cheese, rich sauce, and crispy onions sandwiched between toasted sesame and poppy seed bread. Until now, the general perception in the market is that “Big Arch” is very appealing to big burger lovers. According to the nutritional information for “Big Arch,” it contains 1,030 calories, 52 grams of protein, 66 grams of total fat, 2 grams of trans fat, and 1980 mg of sodium.

edit/ping