Brand perception boost drives McDonald’s to best sales figures in six years

McDonald’s says improvements in consumer perceptions of the brand have helped it post its best sales figures in six years. Sales were up 5.5% year on year in the fourth quarter, marking its 10th consecutive quarter of growth. And full-year sales were up 0.3% – the company’s best performance in six years.Speaking on an investor call, CEO Steve Easterbrook said customer satisfaction scores were up across the board as it saw improvements in service, taste and quality. He adde