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McDonald's: The Reports Of My Death Has Been Greatly Over Exaggerated

|Includes: McDonald's Corporation (MCD)

In a column from last week, the focus was that the McDonald's ($MCD) demise isn't as imminent as the media would have you believe. Granted, McDonald's is losing some ground to the likes of Chipotle ($CMG) and the copious other fast casual players flooding the market, but that's a pissing contest that McDonald's need not concern themselves with.

Here's an excerpt:

Granted, McDonald's is losing the top-end of the market to those that can afford to eat at Five Guys or Shake Shack. But the truth is that McDonald's core business should be about providing fast food at a cheap price, and not trying to compete on the high-end. The majority of its revenues are derived from the drive-thrus. It's born and bred to be a fast food joint.

The piece goes on to make some parallels to the early 2000s when headlines like, "McDonald's Hamburger Hell" were popping up. Yet, the company innovated and weathered the naysayers and competition. Love or hate the food, it's a resilient investment.