OAK BROOK, ILLINOIS: McDonald's, the fast food restaurant chain, reported a 2.4% rise in global sales during November, as the company looks to optimise its menus and customer experience across its markets.

The increase was most marked in the US, where sales were up 2.5%. The European uptick was roughly half as much on 1.4%, while the rest of the world registered a 0.6% gain.

This was against Wall Street's expectations, after a fall in sales during October, and the company pointed to a variety of factors in this success.

These included, in the US, a marketing push around value items, the McDonald's breakfast and beverages as well as the promotion of limited-time offers such as its Cheddar Bacon Onion sandwich.

"We are strengthening our focus on the global priorities that are most impactful to our customers," said CEO Don Thompson.

He characterised these as "optimizing our menu, modernizing the customer experience and broadening accessibility to our brand to move our business forward amid today's broad-based economic and competitive challenges".

Analysts observed, however, that, taking sales in October and November together, any overall improvement had been modest.

They remained cautious about continued progress, as the company faces intense competition from rival fast food chains, such as Burger King and Taco Bell.

Data sourced from Advertising Age; additional content by Warc staff