What drove McDonald's operating profit changes in 2023?

McDonald's operating profit for 2023 was $10.29 billion, reflecting a 0.26% year-over-year growth. Several key factors contributed to this performance:

1. **Comps Growth**: McDonald's saw robust growth in its same-store sales, with global comps increasing by 8.8% in Q3 2023, compared to a 9.5% rise in the prior year. This was driven by strong performance across most markets, led by the U.K. and Germany, due to menu price increases, positive guest counts, and effective marketing initiatives.
2. **Digital and Delivery Growth**: The company's focus on digitalization played a significant role in its growth. During Q3 2023, McDonald's reported accelerated digital engagement across its markets, with more frequent visits and incremental sales facilitated by tailored loyalty messages and mobile app offers. Digital sales contributed over 40% to the company's system-wide sales, indicating a significant boost to revenue.
3. **Loyalty Program**: The continued growth of McDonald's loyalty program, which includes targeted digital messages and mobile app offers, contributed to the increase in sales and customer engagement.

In summary, McDonald's operating profit changes in 2023 were primarily driven by strong comps growth, particularly in the U.S., international operated markets, and the international developmental licensed segment. The company's digital and delivery initiatives, as well as its loyalty program, also played crucial roles in boosting sales and driving profitability.