Research on the Risk and Profitability of McDonalds

Abstract

McDonald's, the world's largest fast-food brand, has been able to maintain a stable market share and profitability for a long time, even under the impact of the pandemic. This paper investigates the McDonald's Corporation by analyzing its market share and strategy, labor supply issues and financial situation. The study indicates that McDonald's still holds the largest market share of the fast-food industry and McDonald's can gain more customers and a larger segment through a number of marketing initiatives. At the same time, McDonald's executives can address the existing workforce shortage by creating more employee-friendly policies and advancing digitalization and mechanization as an auxiliary. Through the pandemic, McDonald's financial indicators show that their financial condition is still in a relatively stable state and should continue to be maintained. The research in this paper is a positive reference for the further development of McDonald's and other fast-food brands during pandemic and post-epidemic era.