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Strong US sales helped McDonald's to supersize its profits
in the three months to September.
McDonald's said preliminary earnings per share surged 42% to 61 cents -
against analyst forecasts of 49 cents.
Same restaurant sales were up 10.6% in September, and 8.5% on the
quarter, offsetting weak sales in Europe, which rose just 0.3% during the
three months.
McDonald's has been reaping the benefits of a new, healthier menu -
which now includes salads.
Experts said its decision to switch focus back to its traditional
namesake restaurants after dabbling in other foods had also paid off.
"The company is focusing on its strengths, which is the McDonald's
format. Not pizza, not Mexican food, not other things," Crowell, Weedon
analyst Doug Christopher said.
The fast food giant said a lower tax rate and other items had also
added 7 cents a share to its earnings.
The news saw the group top the Dow's gainers - closing 4.8%, or $1.31,
higher at $28.86
However, in an effort to tackle falling UK sales the group has
announced it will be ditching its famous Golden Arches logo for a short
time from Friday.
"This is certainly the first campaign of this kind in the UK," the
company's UK HQ said in a statement.
The two-week campaign, called Change, will contain the line:
"McDonald's. But not as you know it", with a yellow question mark
replacing the famous M arches.
Sales at McDonald's UK outlets plunged dramatically last year as
concerns mounted over the country's obesity problems.
The adverts will feature close-ups of McDonald's new healthy options
such as salads and fruit.
It follows the group's recent announcement that it was reducing the
size of food portions at its restaurants.
(Agencies) | 
Updated: 2004-10-14 13:47
