Did McDonald’s Hold Up to the Heat This February?

Worldwide same store sales for McDonald’s (NYSE:MCD) fell 1.5 percent in February, just averting the 1.6 percent average estimate decline that was projected.

In efforts to better compete with its rivals, namely Yum! Brands (NYSE:YUM), McDonald’s has been pushing add value to its existing menu. At its 9,400 locations in Asia, that means delivery service, value dinners, and even bubble tea, a popular drink in the region. In North America, the chain has been emphasizing its value menu and offering new alternatives, such as the McFish Bites.

Sales fell 3.3 percent in the U.S. and 0.5 percent in Europe, Bloomberg reported. Analysts had projected declines of 3.6 percent and 0.5 percent, respectively, according to Consensus Metrix, a researcher owned by Wayne, New Jersey-based Kaul Advisory Group. Sales in Asia, Africa and the Middle East also declined, but like the global results, they came up short of the decrease projections. Analysts had figured a 1.7 percent drop, the actual figure fell at 1.6.