The Inexorable Decline of McDonald's

There is one thing that you can reliably count on when it comes to human civilization: Absent political upheaval, things get better over time. Technology gets better. People's standard of living gets better. Even food gets better.

McDonald's (MCD) reported Monday, putting in a slight beat on earnings and a slight miss on revenue. With big, widely analyzed companies like McDonald's, it is easy to get lost in the weeds of trying to figure out the contribution of this or that menu item to earnings, or the macroeconomics of the dozens of countries in which McDonald's operates. As is true with most things in the stock market, whether McDonald's succeeds or fails will have little to do with its rip-off Pumpkin Spice Latte, and everything to do with the company's overall strategy to compete in a rapidly changing marketplace -- and this company's strategy is awful. Even if it weren't, this company probably doomed regardless....432 more words left in this article. To read them, just click below and try Real Money FREE for 14 days.

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