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McDonald’s closed the 2023 financial year with sales of 1,664 million euros in the Spanish market, an increase of 17.1% over the previous year, according to data published in the Mercantile Registry by McDonald’s Restaurants, the company that manages the chain in the country.
This growth consolidates McDonald’s as the undisputed leader of the sector in Spain. Its main competitor, Restaurant Brands Europe (RBE), owner of Burger King, also experienced an increase in revenue, reaching 1,496 million euros, up 18.3%. However, it is important to note that the business models of the two companies are not directly comparable: McDonald’s operates mainly under a franchise system, with only 48 of its more than 600 restaurants being company-owned, while RBE has a higher proportion of company-owned outlets.
In terms of turnover, McDonald’s reached EUR 497 million in 2023, of which approximately half (EUR 245 million) came from its own restaurants, and the rest (EUR 252 million) came from services provided to its franchisees.
Rising profits
McDonald’s operating profit in Spain soared to 114.3 million euros, an increase of 49.6%. Net profit followed the same trend, reaching 88.3 million euros. Despite this impressive increase, the company decided to allocate the entire profit to reserves, without distributing dividends to its parent company (in 2022 it had transferred 29.2 million). However, it did pay 83.6 million euros in royalties.
According to Luis Quintiliano, president of McDonald’s in Spain: ‘McDonald’s success in the country is due to our constant innovation, the excellent experience we offer our customers and the network of committed franchisees who are key to our expansion. Our ambitious growth plan, which includes the opening of 200 new restaurants by 2028, reflects our confidence in the Spanish market.
McDonald’s Spain currently serves half a million customers a day and employs more than 26,000 people, of which more than 2,000 are directly employed by the company, while the rest are in its franchise network.