McDonald’s (MCD): Crisis Management and Market Reaction

What a perfect flat this is on McDonald’s. Already back in the range and finished the wave ((ii)) at the 50% Fibonacci retracement level. Far more downside is expected for MCD. If we are right about this intra wave count, we should see the level of wave ((iii)) to be at a minimum of $258.5.

The outbreak that caused the big drop was linked to slivered onions used in Quarter Pounder burgers, which affected 104 individuals across 14 states and resulted in one death. To address the crisis, McDonald’s will invest $35 million in marketing and advertising campaigns to rebuild customer trust and foot traffic. Additionally, $65 million will be directed toward franchisee support, including deferrals on rent and royalties.

To recover from this significant image damage, it will likely take much time for MCD to resolve these challenges. Therefore, it would also be valid if MCD sweeps the range low at the level of $245 before coming back to at least the range middle.