NEWS
An Urban's Rural View
Urban C. Lehner Editor Emeritus
Sat Feb 7, 2015 04:13 PM CST

Pity the poor farmer who tries to anticipate the public's changing taste in food. Even the retailers and restaurants in face-to-face contact with consumers sometimes fail to catch the latest wave.

That's the moral of the McDonald's story. Over the decades the fast-food chain has expanded to more than 35,000 restaurants worldwide. But in recent years average per-store sales have sagged; in 2014, they were down 1% from the previous year (http://tiny.cc/…).

In Don Thompson's less-than-three years as CEO McDonald's stock zigzagged sideways (http://tiny.cc/…). Meanwhile the S & P 500 was rising more than 50%. ...

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