When McDonald’s stunned analysts last Monday by posting U.S. sales growth of 2.5% in November after a drop of 2.2% the prior month, one contributor went untouted: The company gained sales by urging franchisees to open on Thanksgiving, a holiday during which many of them traditionally close.

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But it’s not stopping with Thanksgiving. According to an internal memo obtained by Ad Age, McDonald’s is pushing franchisees to open on Christmas in a bid to lift December sales.

“Starting with Thanksgiving, ensure your restaurants are open throughout the holidays,” reads the Nov. 8 memo from McDonald’s USA Chief Operating Officer Jim Johannesen. “Our largest holiday opportunity as a system is Christmas Day. Last year, [company-operated] restaurants that opened on Christmas averaged $5,500 in sales.”

More from Maureen Morrison @ Advertising Age

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