As of today, legendary burger brand McDonald's is not simply coping, not just staying afloat, but being the true business leader we’ve always known it to be. Accordingly, the value of its shares is enviably high at the moment.
2017 and 2018 were both great for McDonald's (NYSE:MCD) and their investors. The fast-food giant came with an over 2% dividend yield that was well supported by rising profits. What’s even better for investors is that they may already look forward to a good performance by the company in 2019. The brand announced a 15% boost to its yearly dividend in 2018, and by the end of 2019 McDonald's plan to deliver $25 billion, or about $8 billion per year, to investors since 2016.
This is partly due to reputation alone and partly due to McDonald's employing newer and smarter marketing tactics to get its products out there. ?
Just think of the time they decided to reincarnate their long abandoned Szechuan Sauce, released for a limited time in June 1998 to accompany the The Walt Disney animated feature film Mulan. Almost 20 years later, in 2017, McDonald's initiated a huge Szechuan campaign that had proved to be rather unexpectedly successful.
A huge part of that success was due to the Szechuan Sauce appearing in the first episode from the second season of animated series Rick And Morty. The demand for the sauce was so great that a person reportedly managed to sell a 64-ounce bottle of original 1998 sauce for $15,000 on eBay. As planned, McDonald's soon re-released the sauce to cries of triumph and outcries of rage as it proved to be a very limited product once again.
What’s even more important is that the Rick And Morty episode reflected splendidly on McDonald’s stock – it rose 0.5% to $160.21. Well done, guys!
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