06-08-2015, 08:53 AM
The slide continues. More and more competitors offer superior products. Any of those smaller competitors would be happy to steal 1% or 2% from MCD. It will not take a major competitor for MCDs to continue to erode. If 50 short order alternatives come on line and each one steals just a fraction from McDonald, then the damage will be enormous. Those 50 competitors may already be in place! This is definitely an example of past performance may not reflect future performance kind of situation. Personally, I think that McDonalds has been losing it relevance to customers in American markets for ten years or longer. The numbers are just finally catching up with that trend.
Alex