Sometimes even a value meal doesn't cut it. McDonald's comparable sales for November showed weakness globally, even though the fast-food chain has generally succeeded in winning market share in the slump. US sales unexpectedly fell, as rising unemployment hit breakfast sales in particular and rivals ramped up cut-price marketing campaigns. Previously strong European sales managed only 2.5 per cent growth, half what was expected. And despite their positive macroeconomic gloss, emerging market sales contracted.
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