McAlester News-Capital, McAlester, OK

Features

October 19, 2012

In hard times, hungry consumers still flock to the Golden Arches

In late September 2008, when global stock markets fell off a cliff, a funny thing happened to McDonald's. While the financial industry and consumer goods were cratering, same-store sales rose 8.2 percent the next month. And remember Morgan Spurlock's damning 2004 documentary, "Super Size Me," which painted the fast-food giant as the corroded heart of America's obesity crisis? Since then, the company's share price has nearly quadrupled, making MCD's stock ticker look more like a hockey stick than the peaks and valleys of the Golden Arches. While the opening of a new McDonald's (there are already some 33,500 in 119 countries and counting) might not have the buzz of an Apple Store launch, Mickey D's is a Wall Street darling, and a savvy customer too, constantly tweaking providers to lower costs while passing the savings on to budget-conscious consumers.

McWorld may not save us from global jihad, the ravages of interstate conflict, or the eurozone financial collapse, but in a cow-hungry world, the plastic contours of the planet's largest restaurant chain shimmer with promises of long-term prosperity. After weathering everything from scalding-coffee lawsuits, cringe-inducing calorie labeling, and tides of anti-globalization food rioters, the evil empire of burgers and fries finds itself in an excellent spot to prosper in nasty and brutish times. The sad truth is that in most of the world, the McDonald's menu doesn't scream antibiotic-addled livestock and high-cholesterol death diets; instead it whispers of middle-class aspiration. Who in São Paulo or Shanghai has heard of Jonathan Safran Foer, much less his plea: Can't we all be vegetarians and get along?

Still, skeptics ask: Haven't we hit "peak burger"?

The question implies an egregious misreading of McDonald's philosophy and history. A long time ago, burgernomics evolved into chickenomics. Today, McOptimization of priorities has cooked up a feast of cross-cultural patronage: In New Delhi you'll find the McAloo Tikki spiced-potato sandwich and in Tokyo, the Ebi Filet-O shrimp burger. McDonald's is no longer foisting burgers and American values on its booming numbers of international patrons; it's offering burgers and local fare, and, yes, value.

Text Only | Photo Reprints
Features
  • Fairly Snotty McAlester livestock report

    On Tuesday, 1,200 head of cattle were sold at the McAlester Union Stockyards. Steers sold $2 to $9 higher than at the last sale and heifers sold $4 to $8 higher.

    April 18, 2014 1 Photo

  • Low blood-sugar levels make for grousing spouses

    Husbands and wives reported being most unhappy with their spouses when their blood-sugar levels were lowest, usually at night, according to research released this week in the Proceedings of the National Academy of Sciences. Missing a meal, dieting or just being hungry may be the reason, researchers said.

    April 18, 2014

  • treadmill-very-fast.jpg Tax deduction for a gym membership?

    April marks another tax season when millions of Americans will deduct expenses related to home ownership, children and education from their annual tax bill. These deductions exist because of their perceived value to society; they encourage behaviors that keep the wheels of the economy turning. So why shouldn't the tax code be revised to reward preventive health?

    April 17, 2014 1 Photo

  • David Cantrell OSU Extension: Cattle tips for spring

    As we continue to move into spring here in Pittsburg County and cattle prices are at an all-time high, here are a few basic management tips to ensure herd health and productivity of the herd.

    April 16, 2014 1 Photo

  • RICHARDSON 50 1.jpg Richardsons celebrate 50 years of marriage

    Haileyville High School graduates Jim and Connie Richardson, of rural Claremore, will celebrate their 50th wedding anniversary Saturday.

    April 15, 2014 2 Photos

  • MHS Student Painters MHS Student Paintings

    April 14, 2014 1 Photo

  • Pet of the Week Pet of the Week

    April 11, 2014 1 Photo

  • Book Sale Book Sale

    April 10, 2014 1 Photo

  • Miss Teen McAlester Miss Teen McAlester

    April 9, 2014 1 Photo

  • 1 Week of the Young Child Photos

    April 9, 2014 9 Photos

Seasonal Content
AP Video
NDN Video
Parade
Magazine

Click HERE to read all your Parade favorites including Hollywood Wire, Celebrity interviews and photo galleries, Food recipes and cooking tips, Games and lots more.