Adaptation has even become an issue in the United States, in terms of colors, specific ingredients and health issues. New trends and tastes need to be taken into account if the company is to maintain its dominant market position. This position however appears in little immediate danger. Currently McDonald's comprises 30,000 franchise outlets in 121 countries, serving 46 million people per day. The company is wildly popular on a global scale. Its Pushkin Square branch for example was opened in Moscow in 1990, and broke all opening day records in customer numbers. Its popularity continues unchecked, as it remains the busiest branch worldwide. McDonald's has opened a further 78 restaurants in the country. Beijing features the largest McDonald's in the world, opened in 1992, with over 400 restaurant's in China.

As such, McDonald's, its M-sign and its food have become symbolic of the successful American dream, and the American way of life. The company and country have become irrevocably associated with each other. Whether...

Despite the necessary closure of several non-profiting stores in different countries, the company generally appears to be in good health, and there is little reason to doubt its future prospects.
BBC World Service. "Fast Food Factory: Fast Food's Founding Father." http://www.bbc.co.uk/worldservice/specials/1616_fastfood/page2.shtml

BBC World Service. "Adapt or Die." http://www.bbc.co.uk/worldservice/specials/1616_fastfood/page9.shtml

BBC World Service. "Fast Food Factory: Fast Food's Founding Father." http://www.bbc.co.uk/worldservice/specials/1616_fastfood/page2.shtml

Resources

BBC World Service. "Fast Food Factory: Fast Food's Founding Father." http://www.bbc.co.uk/worldservice/specials/1616_fastfood/page2.shtml

Adapt or Die. http://www.bbc.co.uk/worldservice/specials/1616_fastfood/page9.shtml