Mcdonald’s global sales flat in July

NEW YORK — McDonald’s Corp. said Wednesday that a key revenue figure came in flat in July as diners pulled back amid a persistently weak economy.

After years of outperforming rivals by emphasizing value and rolling out popular new items, the stall is also a sign that competition is intensifying for the world’s biggest hamburger chain.

The last time the global sales figure dipped for McDonald’s was in April 2003; the figure has grown every month since.

“McDonald’s may be underperforming the industry, which is not typical for them,” said Sara Senatore, a Bernstein analyst. She noted that Taco Bell is performing well, with parent company Yum Brands Inc. reporting last month that the chain saw double-digit revenue growth at restaurants open at least a year, helped by its new Doritos-flavored tacos.

Burger King said last week that revenue at established restaurants rose 4.4 percent in the second quarter. Wendy’s Co., reports its quarterly results today. In the United States, McDonald’s said its promotions failed to drive growth in July, and revenue at restaurants open at least 13 months dipped 0.1 percent.

With more than 33,500 restaurants around the world, McDonald’s is often seen as a bellwether for the industry.

The fast food chain has exceeded expectations in recent years in large part by emphasizing value and continually changing its menu.

Shares of McDonald’s fell $1.48, or 1.7 percent, to close at $87.53.