In the fourth quarter, revenue declined slightly from $7.08 billion to $7.01 billion, compared with $6.39 billion a year earlier, while earnings per share (EPS) eased from $3.22 to $3.12 versus $2.83 previously. Comparable sales increased by 6.8% after a 1.4% annual decline, and quarterly net income reached approximately $2.0 billion, maintaining margins near 30.0%. Operating profit accelerated by several percentage points despite continued cost pressure from raw materials and labor. CEO Chris Kempczinski stated that aggressive marketing campaigns and pricing adjustments were the main growth drivers. One of the most successful initiatives included reducing prices on key menu items by 10.0–20.0% in selected regions and launching fixed-price promotional bundles, attracting lower-income consumers amid inflation still exceeding 3.0–5.0% in some countries. International comparable sales rose 5.2%, led by the UK (over 7.0%), Germany (around 6.0%), and Australia (5.0%), while Asia recorded 2.0–4.0% growth due to weaker customer activity. The company opened more than 300 new restaurants during the reporting period, bringing the total to over 40,000 globally. Digital orders via mobile apps and self-service kiosks now account for 35.0–40.0% of sales in key markets.
The next quarterly dividend payment is scheduled for March 17, with shareholders set to receive $1.86 per share, up from $1.77 last year, representing a dividend yield of approximately 2.24% compared with the industry average of 1.94%.
Support and Resistance Levels
On the daily chart, the instrument is moving within a local ascending channel bounded by 305.00–335.00, currently near its upper limit.
Technical indicators maintain the buy signal generated last year: the AO histogram is forming corrective bars, while the fast EMAs of the Alligator indicator remain above the signal line and are attempting to widen the distance, confirming sustained upward momentum.
Resistance levels: 338.00, 354.00.
Support levels: 326.00, 309.00.
Trading Scenarios and McDonald’s Outlook
Long positions may be considered after a breakout and consolidation above 338.00, targeting 354.00 with a stop-loss at 328.00. Time horizon: 7 days or more.
Short positions may be considered after a breakdown and consolidation below 326.00, targeting 309.00. Stop-loss at 338.00.
Primary Scenario
| Timeframe | Weekly |
| Recommendation | BUY STOP |
| Entry | 338.05 |
| Take Profit | 354.00 |
| Stop Loss | 328.00 |
| Key levels | 309.00, 326.00, 338.00, 354.00 |
Alternative Scenario
| Recommendation | SELL STOP |
| Entry | 325.95 |
| Take Profit | 309.00 |
| Stop Loss | 338.00 |
| Key levels | 309.00, 326.00, 338.00, 354.00 |
