NEW YORK (AP) — McDonald's says a key U.S. sales figure fell last month, even as it fights to attract more customers by aggressively promoting its value menu.

The world's biggest hamburger chain says sales fell 3.3 percent at established U.S. locations.

Its global sales figure rose 1.2 percent, however, lifted by improvements in Europe and the region encompassing Asia, the Middle East and Africa.

The Oak Brook, Ill.-based company cited "severe winter weather" for its U.S. performance and noted that it's focused on improving its menu and operations. CEO Don Thompson had recently conceded that McDonald's has lost some of its "customer relevance."

McDonald's is facing increased competition from rivals including Burger King, while also trying to adapt to shifting tastes toward foods people feel are fresher or healthier.