Significantly outperforms competitors; Strong operational and profitability metrics; Large real estate portfolio; and 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' view of the company's business risk profile as "strong" because of its global market position, its consistent outperformance of other quick-service restaurant operators, and stable profit growth. However, we do not anticipate any material credit metric enhancement given the expected returns to shareholders. Based on the company's financial polices, we expect to continue to assess McDonald's financial risk as "modest." This also incorporates the company's credit protection measures, significant asset
