The Mcdonald’s Paradox: Fewer Customers Visit Its Restaurants, But The Company Makes More Money

McDonald’s reported positive results during the second quarter of 2026, posting increases in sales, revenue, and profits despite receiving fewer customers in its most important market, the United States. The company also announced a leadership reorganization aimed at accelerating growth in its U.S. business, where it identified opportunities to improve performance.

READ ALSO. K-Pop Demon Hunters arrive at McDonald’s: Happy Meal launch date and price

The results show that the company’s strategy continues to generate global growth, supported by higher spending per visit, the strengthening of its digital platform, and the expansion of its loyalty program.

READ ALSO McDonald’s names Skye Anderson as new U.S. CEO to accelerate growth in its most important market

Profits rise 5% as revenue surpasses $7 billion

During the April-June 2026 period, McDonald’s reported:

• Consolidated revenue of $7.099 billion, an increase of 4% compared with the same quarter of the previous year.
• Net income of $2.362 billion, representing an increase of 5%.
• Earnings per share of $3.32, 6% higher than a year earlier.
• Global systemwide sales of $37 billion, an increase of 5%.

The company explained that the results were primarily driven by higher revenue from franchises and other operating businesses, although part of the growth was offset by higher administrative expenses associated with the modernization of the organization.

Fewer customers in the United States, but higher spending per visit

One of the most significant figures in the report was the performance of the U.S. market. Comparable sales in the United States increased 0.8%, but this growth was not driven by an increase in the number of customers.

According to McDonald’s, the result was driven by a higher average check, supported by an improved product mix and increased spending per visit, while the number of customers declined compared with the same period of the previous year.

In contrast, international markets showed stronger performance.

Comparable sales increased 1.5% in International Operated Markets and 1.9% in International Developmental Licensed Markets, driven primarily by Germany, Australia, the United Kingdom, and Japan.

The loyalty program continues to drive business growth

Digitalization remains one of McDonald’s main growth drivers. Over the past twelve months:

• Sales generated by loyalty program members exceeded $40 billion, representing growth of more than 20%.
• Users active in the past 90 days increased 13%, reaching nearly 220 million across 70 markets.

The company believes this ecosystem will continue to strengthen purchase frequency and its relationship with consumers.

McDonald’s changes leadership to accelerate growth in the United States

Alongside the release of its results, McDonald’s announced the appointment of Skye Anderson as the new president of McDonald’s USA, where she will be responsible for overseeing approximately 14,000 restaurants across the country.

CEO Chris Kempczinski acknowledged that while the global strategy is working, the United States still represents a significant opportunity to improve operational performance.

For this reason, the company is seeking to accelerate the implementation of McDonald’s > NEXT, a strategy focused on improving the restaurant experience, strengthening the value proposition for consumers, and increasing system productivity.

McDonald’s bets on profitable growth

With more than 45,000 restaurants across more than 100 countries, McDonald’s believes that the combination of higher spending per customer, the growth of its digital ecosystem, stronger franchise operations, and new leadership in the United States will enable the company to sustain profitable growth over the coming quarters.