McDonald's sales boosted by Grinch, 'Minecraft' promotions

McDonald's reported solid sales increases Wednesday, reflecting improved customer traffic following marketing campaigns featuring the Grinch and other cultural touchstones.

The fast-food giant, which had seen sales momentum flag earlier in 2025, saw broad-based growth across geographic markets led by the United States, where comparable sales jumped 6.9 percent in the fourth quarter.

Executives pointed to successful campaigns such as the 2025 McDonald's "Grinch Meal," a value-priced product that included a pair of socks adorned with the famed green character and other Dr. Seuss personages.

Other campaigns were centered on the video game "Minecraft" and a promotion linked to board game Monopoly that resulted in nearly 500 million games played, executives said.

"Something like a Minecraft or Monopoly or Grinch," when combined with a deal, "can really be an accelerant for the business," McDonald's Chief Executive Christopher Kempczinski said on a conference call.

The fast-food giant reported profits of $2.2 billion in the fourth quarter, up seven percent from the year-ago period.

Revenues jumped 10 percent to $7.0 billion.

McDonald's in recent quarters has cited stress among its lower-income customers, compelling the company to launch additional meal promotions.

But the chain is in a "better position" with this cohort following a pickup in sales after the promotions, Kempczinski said.

McDonald's will continue those programs, but also plans premium food and drink offerings to "make sure we've got a broad offering," Kempczinski said.

Executives expressed confidence in a multiyear expansion plan that includes a net addition of some 2,100 restaurants in 2026, according to a securities filing.

McDonald's expects capital spending of between $3.7 and $3.9 billion in 2026, up from $3.4 billion in 2025 and $2.8 billion in 2024.

Shares dipped 0.2 percent in after-hours trading.