I suspect that we will see an unfolding crisis developing for MCD, Pepsi, Coke and Burger King.
They are labelled as the archetype of US Culture and hence are under growing attack by those who are offended by US Cultural Creep.
Secondly they represent the new "Big Tobacco". They will be blamed for the worldwide obesity epidemic and for the triumph of factory food over local food. "Big Food" will be under unbearable pressure. Maybe only MCD has a chance - to take the lead in a better food system that supports local food grown in sustainable ways. The rest have no chance at all - What is Coke without Coke and all 14 teaspoons of sugar in each bottle or can? or with Aspartame as the Diet alternative that has its own set of problems.
Some facts and opinion -
Some say McDonald's headaches mirror the fragile state of the entire $105 billion fast-food industry:
* Diageo finally rid itself of ailing Burger King last week -- but for nearly $1 billion less than it had hoped.
* Wendy's recently warned that it is tightening its 2002 projections.
Industry analysts say McDonald's, in particular, has failed to keep step with key cultural trends that reflect a society increasingly interested in food that's healthier, tastier and more family-friendly.
''A large number of Americans have moved away from McDonald's,'' says Allan Hickok, analyst at U.S. Bancorp Piper Jaffray. ''Society has changed, but McDonald's hasn't.''
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