The best example of the economic stability and one of the most successful business fields – fast food - has suffered from the crisis as well. McDonald's, the world largest chain of fast food restaurants, has released its financial statements for the second quarter that did not lived up to the economists expectations. Despite the fact that the company's income, which amounts $1.397 billion, has been increasing, and the total revenue is estimated at $7.08 billion, experts are not satisfied. After the data release, the McDonald's shares started losing in their value. Due to the financial indicators decline, the chain managing board is planning to open less restaurants this year and cut costs. “While the informal eating out market remains challenging and economic uncertainty is pressuring consumer spending, we're continuing to differentiate the McDonald's experience by uniting consumer insights, innovation and execution,” President and Chief Executive Officer of McDonald's Don Thompson said. The main tool that let the chain keep the leading position on the market and receive regular income is the dollar menu. The current major enemy of the fast food is the large-scale campaign for healthy eating that has got underway in the United States and other developed countries. Meanwhile, emerging nations, where the middle class wants to get fast and relatively cheap food, are potentially profitable sales market for the business proprietors.
