Global burger purveyor MacDonald's is buffing up its golden arches in a bid to boost limp UK sales.

The president of the fast food titan's European arm, Denis Hennequin, is promising to revamp 200 of the 1,200 British outlets in the next five years, at an estimated cost of around €75 million ($90.5m; £51m). In addition, another 600 will be refranchised.

In contrast to the rest of the world, the UK has remained resistant to US-headquartered McDonald's resurgent charms. British consumers have revolted over concerns about obesity, negative perceptions of food quality and a "tired" brand.

Hennequin, who slid into the European banquette last summer, has seen sales across the Continent rise by 2.6%. But he believes his ultimate success in the role will be judged by a turnaround in the UK.

To this end Hennequin has also flagged the possible disposal of the company's 33% stake in the bespoke sandwich shop chain Pret-A-Manger, acquired five years ago. He says that and similar acquisitions "have been a distraction for our existing brands".

Data sourced from; additional content by WARC staff