YTD Return: 8%
When I was in high school, I was shown the film SuperSize Me a total of three times, in three different classes. For McDonald’s (MCD), that’s an unfortunately accurate representation of the chain’s current reputation.
The golden arches — which were for a long-time the fast-food leader and king — have lost much of their shine in recent years. And there’s a laundry list of reasons why, including concerns about nutrition, food quality, worker pay and more.
Sure, MCD has been hard at work remedying the situation, especially on the nutrition front. The restaurant has added calorie counts to its menus, is offering side salads with value meals and has changed its advertising towards children.
But it’s been a slow process to draw folks back to the iconic chain — last year, MCD posted a global decline in sales for the first time in nine years. And the road ahead is especially rough as rivals like Burger King (BKW) and Wendy’s (WEN) step up their fast-food game.