McDonald's British sales of its premium burgers, breakfast products and late-night menu all up more than 10% year-over-year in 2012, company says

Nevin Barich

Nevin Barich

Oct 22, 2012 – Daily Telegraph

LONDON , October 21, 2012 () – FAMILIES are turning to McDonald's for their meals out as the recession makes fast food chains' deals more attractive than dining in upmarket restaurants.

The American burger chain, known as the Golden Arches, says sales in Britain have risen sharply this year despite the weak economy. Sales of its premium burgers such as the Chicken Legend, as well as breakfast products, and its late–night menu have all grown by more than 10 per cent compared with last year.

Jill McDonald, the head of McDonald's in Britain, said. "Customers are a lot more discerning about how they spend their money. We can offer a meal out for a family of four for less than £15."

The repositioning of McDonald's as a family destination is in sharp contrast to the image of an unhealthy fast food chain portrayed in the film Super Size Me.

The company's annual results show a 3 per cent fall in global profits in the past three months, but British sales are up more than 5 per cent on last year, helped by the estimated 2.5million meals sold at the London Olympics.

(c) 2012 The Telegraph Group Limited, London

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