Strong Modest Significantly outperformed competitors in recent years Operational and profitability metrics are very strong The company has a very large real estate asset base Its size and market share affords the company much greater advertising spending relative to competitors. Participates in the intensely competitive quick service restaurant industry The ratings on Oak Brook, Ill.-based McDonald's Corp. reflect Standard&Poor's Ratings Services' expectation that the company will continue to perform strongly with profit growth from new restaurants and positive comparable-store sales. Conversely, we do not anticipate credit metric enhancement given likely capital spending and returns to shareholders. We assess McDonald's business risk as "strong", which reflects its global market position and that it has significantly outperformed other quick-service restaurant
