McDonald's Plans Test Flight

Are you ready for some football? As the end of preseason draws near and we enter the regular NFL season, aside from amping up your viewing hours, which now includes Time Warner Cable (TWC) subscribers thanks to the settlement with CBS (CBS), it means noshing on wings. Participating in the wing market from this September to November is McDonald's (MCD), largely a heavyweight in fries, burgers and chicken. The company has been tweaking its menu in recent years, adding smoothies, lemonades and coffee beverages and now wings. 

Whenever a company enters a new market, we have to take account not only of the opportunity in this case for McDonald's, but also the potential impact on its competitors. Remember, with more than 34,500 locations serving more than 69 million customers in more than 100 countries each day, McDonald's is world's leading global foodservice retailer. While the wing rollout at McDonald's is in the domestic markets, when the company moves into a market, direct and indirect repercussions can plague competitors. McDonald's competition had typically been Burger King (BKW) and Wendy's (WEN) (burgers and fries), as well as Dunkin' Brands (DNKN) and Starbucks (SBUX) (premium coffee and breakfast items). With wings, the company is taking on a whole new set of competitors. ...301 more words left in this article. To read them, just click below and try Real Money FREE for 14 days.

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