McDonald's reported a 5.7% increase in global comparable sales for the fourth quarter, driven by value meal deals and strong marketing. Revenue jumped 10% to $7.01 billion, with adjusted earnings hitting $3.12 per share. The company also raised its quarterly dividend by 5%, to $1.86. For 2025, systemwide sales — covering both franchised and company-operated outlets — rose 7% to over $139 billion. Sales to loyalty members surged 20%, reaching nearly $37 billion, McDonald's added. This matters because major chains are stepping up efforts to attract cautious shoppers, particularly in the budget segment. Investors worry that another wave of discounting might boost sales but squeeze margins—or trigger more conflicts with franchisees.
