Global hamburger chain McDonald’s has continued to be a standout performer in the food service sector since the onset of the Global Financial Crisis, yesterday posting solid financial results for the final quarter of 2012 and the full trading year.

The world’s largest restaurant brand has generally benefitted from the ‘trading-down’ trend among consumers everywhere, which in the beef segment has been reflected in the relative growth in demand for grinding meat over muscle cuts.

In contrast with many other food service operators, McDonald’s yesterday posted 2012 results reflecting higher revenues, operating income and earnings per share compared with a year earlier.

"McDonald's continued to grow by remaining focused on what matters most to our customers, although our results reflect the impact of the challenging global operating, economic and competitive environment,” chief executive officer Don Thompson said.

Mr Thompson pledged that the company would be more aggressive this year in its pursuit of sales and customers.

Despite ongoing economic and competitive pressures, McDonald’s global same-store sales were up 3.1 percent for full-year 2012, despite a flat sales result for the final quarter. Mr Thompson warned that January and February 2013 sales were likely to be down on year-earlier figures.

The company’s US operations produced sales up 3.3pc for the year, and +0.3pc in the fourth quarter, compared with a year earlier. Europe region sales were up 2.4pc for the year but down 0.6pc for the final three months of the year, while the Asia/Pacific/Middle East/Africa region (including Australia) also was negative at -1.7pc for the final quarter, but +1.4pc in sales for the year.

Sales in Europe have been impacted by low consumer confidence due to widespread austerity measures. Russia and the UK remained the bright spots, and an example of how to effectively market premium items, while Germany was currently extremely cost-sensitive, Mr Thompson told the market.

The decline in Asia/Pacific region sales had been largely a result of positive quarterly sales and operating results in Australia being overwhelmed by ongoing weakness in Japan and other markets, and China’s slower growth.

Mr Thompson emphasised that a shrinking global Informal Eating Out (IEO) market, of which McDonald’s holds a 9pc share, remains an obstacle to business growth. But the company will seek a bigger slice of that pie by opening 1600 more stores worldwide in 2013, mostly in Asia, at a cost of $3.2 billion.

McDonald’s opened 256 stores in China last year and expects to meet its goal of 2000 locations there by the end of this year.

Reflecting the tough economic times, the company said it would “place greater emphasis on those drivers that excite our customers,” such as its lower-price menu items, reflected in Australia as its ‘Loose Change’ Two-Dollar Menu. It would also try to hold on menu prices, having raised prices just 2-2.5pc in 2012.

In Australia, McDonald’s is revamping its Loose Change offer to boost the lower-end of its menu and to balance premium-priced items such as the Serious Lamb and McAngus burgers. 

• See this morning's separate report on McDonald's new i-phone traceability 'App'.