This graph compares the performance of McDonald's corporation vs. the S&P 500 index (the market), since January 2007.
No wonder, right? True, a menu at McDonald's still remains the most affordable meal for the majority of the population, that's why it can only perform positively in a recession. But as Daniel Gross, explains, the story is not only about being "lucky"; there is also smart management behind it. As an example, while Sturbucks was suffering, McDonald's introduced the new McCafè line, which has apparently been a success.
In general, the company has done a lot to meet customers' demand: adaptation to local tastes and more information released with every meal may explain why they had so much success in France in recent years. All in all, there remain challenges ahead, but their dynamic and proactive business model seems to be payin off very well.