Declining Sales Trends
Q: How are recent sales trends, and when will comps turn positive?
A: Sales are currently negative, with comps starting Q3 similar to how Q2 ended, reflecting negative trends across all operating segments. We do not expect significant changes in the environment for the next few quarters. McDonald's is committed to getting back to growth through value platforms, menu innovation, digital initiatives, and marketing.

$5 Meal Deal Impact
Q: Is the $5 meal deal driving expected sales and traffic?
A: The $5 meal deal has performed as intended, improving brand perceptions around value, increasing trial among low-income consumers, and boosting guest counts. While it hasn't yet translated into sales, the average check for the deal is over $10. We believe traffic growth precedes sales growth, and upcoming promotions may further improve performance.

Value Leadership Gap Shrinking
Q: The value leadership gap has shrunk; how is this measured, and can it be regained?
A: We measure value perception through consumer surveys on brand image and recent experience. Our leadership gap is shrinking, particularly on recent visits. We are confident we can regain our value leadership due to our purchasing power, brand equity, menu offerings, marketing scale, and focus on delivering a strong customer experience.

Margin Outlook
Q: How will increased value offerings impact store margins?
A: Restaurant margins have held up well despite muted top-line growth, aided by lower inflation in food and paper costs. However, we expect margins to be down slightly from 2023 levels due to less pricing power and wage pressures, especially in the U.S.. We aim to implement sustainable strategies without subsidizing pricing.

Challenges in France and China
Q: What are the issues in France and China, and how are they being addressed?
A: In France, we're losing market share due to competitive pricing and shifts in family dining. We're enhancing our value offerings, such as the EUR 4 Happy Meal, to address this. In China, consumer sentiment is weak, and the market is highly promotional. Despite this, we're holding share, and new unit returns remain strong, so we continue our plan to open 1,000 restaurants per year.

Trade-Down Effect
Q: Why isn't trade-down offsetting the loss of low-income consumers?
A: While we are seeing some trade-down, the loss of low-income consumers who are eating out less is greater than the benefit from trade-down. These consumers are economizing by eating at home and reducing visits.

Digital Business Limitations
Q: Why hasn't digital growth offset sales challenges, and can it help going forward?
A: Our digital business is performing well, but only about 25% of customers are using digital channels. Therefore, digital alone isn't enough to drive the entire business. We may have overemphasized digital at the expense of broad value offerings available to all consumers.

Franchisee Support and Investment
Q: Will McDonald's need to support franchisees due to value initiatives?
A: Our franchisees, particularly in the U.S., are in a strong financial position and have the ability to invest. We are working collaboratively with them to ensure sustainable value offerings without subsidizing pricing. We believe that focusing on value drives volume-led growth, benefiting both McDonald's and franchisees.

Timeline for National Value Platform
Q: When will a broader national value platform be implemented in the U.S.?
A: Discussions with franchisees are ongoing to establish a long-term, sustainable national value platform. The $5 meal deal has been extended in 93% of restaurants into August, and we are working to extend it further while developing the broader platform.

Competitive Pricing Strategies
Q: How is McDonald's responding to competitors' aggressive pricing?
A: We acknowledge increased competition, particularly in markets like France. We're enhancing our value platforms, such as McSmart in Germany and similar offerings in other markets, to remain competitive.

Effect of Lower Input Costs
Q: Are lower input costs helping fund value offerings without impacting margins?
A: Lower inflation in food and paper costs, now at low single digits, is helping offset some margin pressures. However, wage inflation continues, so while input cost relief aids margins, we still need to be cautious.

Anticipated Improvement Timeline
Q: When can sales trends improve, given current strategies?
A: While we cannot predict exactly when the environment will change, we are focused on positioning ourselves to win by adjusting value propositions and leveraging our strengths. We expect challenging conditions to persist for the next few quarters but aim to accelerate momentum as the environment improves.