Mc Donald's is a world leader that continues to draw crowds, despite the increasingly high price of its menus.
Last year, the American fast-food giant increased its global sales by 10.9%, under the cumulative effect of a 5% increase in attendance and an increase in prices.
In the United States, its largest market, McDonald's has cleverly mixed promotions and
"strategic
price increases".
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The formula worked.
In a context of high inflation on all everyday products, the exercise is nevertheless difficult.
McDonald's has attracted the tightest budgets, thanks in part to discounts on online sales and delivery.
With a more premium burger offer, the brand has also seen a clientele abandoning traditional catering with table service, in order to have fun at a lower cost.
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The phenomenon is clear in France: McDonald's in the lead, fast foods have been moving upmarket for several years and are gaining market share.
Last year, the average fast food ticket was 11.50 euros per person (compared to 9.70 euros before Covid), according to CHD-Datassential.
“Under the effect of inflation, it should largely exceed 12 euros
this
year, an acceptable amount if the quality is there
,” says Nicolas Nouchi, director of studies.
Sooner or later there will be a price limit that must not be crossed so as not to scare away the customer.
But for now, that's not holding back McDonald's ambitions.
“We expect inflationary pressures to continue in the near term,”
warned general manager Chris Kempczinski, while announcing 1,900 openings worldwide this year.
