The Mc Donald's group delivers lower than expected results to the market. Profit is up 4% in the second quarter of 2013, to 1,4 billion dollars, corresponding to only 1,38 euros per share compared to 1,40 estimated by analysts.
The low-cost initiatives introduced to stimulate consumption were not enough to improve the company's profitability, measures which in any case supported sales, which rose by 2% to 7,08 billion dollars.
However, the performance of the individual markets was quite differentiated, with revenues increasing in the USA and decreasing in Europe and in the Asia-Africa-Middle East area.
The performance of the last quarter contrasts with what Mc Donald's had been able to do in previous periods, when in seven cases out of ten it had exhibited results exceeding analysts' expectations.
