The Recession Has Been Kind to McDonald’s

Published on Friday, August 14, 2009, by James Norton / Edit Post

Daniel Gross, writing in Slate, makes an effective case for how McDonald’s “won” the recession. The masses wanted to trade down from Ruby Tuesday and Starbucks, and McDonald’s was there, waiting with open arms.

Here’s a double whammy: McDonald’s may be downmarket in the US, but it’s an aspirational brand in many countries around the world. So even as it picks up steam domestically, it still has a lot of room for expansion in places like India and China.

Of course McDonald’s is still a pariah to the intelligentsia of the nation and their well-groomed spawn: “My 10-year-old won’t touch a McDonald’s burger,” Gross writes.

Well, la-di-da, Daniel Gross. La. Di. Da.

Image source: Flickr member grahamhills under Creative Commons

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POST A COMMENT |4 Comments

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  • McDonald's produces the most consistent product day in and day out, all around the world. Along with Walmart they are two of the few companies that showed profit in the down economy. I think we will see a rise in quick casual dining, places such as Panera and Chipolte. The new "fast food with style" that McDonald's is marketing hard for people to avoid. The Golden Arches will shine on. Aida, any...+READ

    McDonald's produces the most consistent product day in and day out, all around the world. Along with Walmart they are two of the few companies that showed profit in the down economy. I think we will see a rise in quick casual dining, places such as Panera and Chipolte. The new "fast food with style" that McDonald's is marketing hard for people to avoid. The Golden Arches will shine on. Aida, any advice for beginning a career in the food marketing business?-COLLAPSE

  • i tried the mcdonald's "upscale" coffee and it blows. and their so-called mocha drinks are terrible. if you get it the way they serve it -- with fake whipped cream and chocolate syrup -- it's bitter and overly sweet. get it without all that crap and it's just bitter.

    and unlike starbucks, mcdonald's refuses to serve their coffee in anything but their lousy cups -- they won't let you bring your...+READ

    i tried the mcdonald's "upscale" coffee and it blows. and their so-called mocha drinks are terrible. if you get it the way they serve it -- with fake whipped cream and chocolate syrup -- it's bitter and overly sweet. get it without all that crap and it's just bitter.

    and unlike starbucks, mcdonald's refuses to serve their coffee in anything but their lousy cups -- they won't let you bring your own cup-COLLAPSE

  • Beware the quick casual dining

  • I hear that their upscale coffee beats Starbucks in taste tests