Research McDonald's Corporation (MCD) stock

Start with McDonald's Corporation's business

McDonald's operates and franchises restaurants around the world.

Separate systemwide sales from company revenue and compare franchised with company-operated restaurants.

• Write a research question that could be disproved by the next filing.
• Separate what the business earns from what the stock price has recently done.
• Choose a comparable business model and the same reporting period before making a peer comparison.

Read financial statements with their reporting period

Use the 10-K linked below to trace business descriptions, accounting policies, segment results and risk factors. A fiscal-year result, a trailing-twelve-month sum and a quarter answer different questions.

Read management commentary alongside the statements, then reconcile non-GAAP adjustments to the corresponding GAAP figures. Record the fiscal period and units next to each research note.

Understand MCD revenue growth

Separate systemwide sales from company revenue and compare franchised with company-operated restaurants.

Revenue growth (%) = 100 × (current-period revenue / comparable prior-period revenue − 1)

Compare reported growth with the operating driver described above. A change in prices, reporting boundaries or currency can produce a different result from a change in customer demand.

Put profitability in the business context

Read franchise rent and royalty economics separately from company-operated restaurant labor and food costs.

Keep gross profit, operating income and net income separate. Record whether a comparison uses reported or adjusted amounts and avoid combining one basis in the numerator with another in the denominator.

Review cash generation and reinvestment

Compare restaurant investment, franchise arrangements and cash distributions rather than treating all system sales as cash inflows.

Free cash flow is a defined research measure rather than a universal accounting line. A common industrial definition subtracts capital expenditure from operating cash flow; document any lease, acquisition or other adjustments before comparing companies. Cash distributions and repurchases belong in the capital-allocation review.

Build a valuation question for MCD

Connect valuation assumptions to comparable sales, franchise economics and restaurant expansion.

A price-to-earnings comparison needs a price date, an earnings period, the correct share class and a stated earnings basis. Distinguish equity value from enterprise value. A multiple describes a price paid for an accounting measure; it is not an estimate of an inevitable future return.

Separate chart observations from the investment case

For MCD, inspect price structure, participation and volatility in the same session and timeframe. A business explanation cannot validate a chart entry, and a chart pattern cannot establish business value.

Interpret MCD moving averages

A simple moving average is the arithmetic mean of a specified number of session closes. Compare the close and the average on the same adjusted-price basis. A close above the 200-session average is a state; a crossover requires comparing that state with a prior session.

Keep 20-, 50- and 200-session horizons distinct. A short average can turn while the long average remains flat. Write the lookback into the research note and examine repeated crossings during sideways markets.

Read relative volume for MCD

Relative volume divides session volume by a stated historical baseline. Use the same definition for numerator and denominator, and compare a completed session with completed sessions. Intraday volume needs a time-of-day comparison to avoid treating a partial day as a full one.

When reviewing MCD, separate ordinary participation from earnings, index changes and other scheduled events. Higher volume can accompany advances, declines or a failed break; it does not identify buyers' intentions.

Mark support and resistance on MCD

Mark zones around repeated swing lows, swing highs or a previously traded range. State whether the rule uses an intraday touch or a closing break. A zone is a research hypothesis that can fail; avoid assigning a target from its shape alone.

1. Choose the timeframe and adjusted-price basis before drawing levels.
2. Mark the tested zone, the confirmation condition and the invalidation condition.
3. Check the distance to the next opposing zone and review event timing.
4. Record both successful and failed tests rather than retaining only persuasive examples.