McDonald's has been facing a drop in sales as over consumer spending is down world-wide.
Chief Executive Don Thompson warned that the company's profit growth will be tempered this year as the chain sacrifices margin in order to better compete for cost-conscious consumers.
McDonald's sales at locations open at least 13 months have improved since it began advertising its Dollar Menu more aggressively in January. McDonald's realized a need for more emphasis on value last year after its promotions of higher-priced menu items weren't "resonating with consumers," Mr. Thompson said.
McDonald's has been expanding its menu aggressively to offset diner boredom. Premium chicken sandwiches, restaurant-worthy salads, and premium coffee beverages give the fast food behemoth more than just burgers to woo diners.
McDonald's is the world's largest restaurant chain with more than 34,480 locations. Analysts, on average, estimate McDonald's first-quarter same-store sales will be down 1% globally, and that revenue will rise 1%, according to Thomson Reuters.
