McDonald's Corp. showed enviable resilience during the recent recession, but its chief executive said the rough sledding has gone on longer than expected.
"When the economic crisis began in 2008, no one thought the environment would be as uncertain and fragile as it is today," said Chief Executive Don Thompson, calling current conditions the "new normal."
Operating in such an environment will require the fast-food chain to balance low prices with profitability, and investments in the company with returns to shareholders, McDonald's executives said at a conference Tuesday.
Wednesday, November 14, 2012
McDonald's Says Tough Economy Is 'New Normal'
WE boned. Mcdonalds is the canary in the coal mine and its starting to wheeze.