ChrisAinsley
Long

McDonald's to continue run higher

NYSE:MCD   MCDONALD'S CORPORATION
Management
CEO is turning to tech to turn things around and seems very switched on. Has worked as a manager in McDonald's and has been CEO of PizzaExpress and then CEO of Wagamama.

Products
  • Moving into healthier but with fast food speed
  • Shorter queues
  • Mobile ordering coming soon
  • Home delivery is a wildcard that may improve sales

  • Burgers are still not the best
  • Still a stigma of dirty food (McDonald's isn't cool)
  • A lot of fast food competition

Financial Health
  • Gross margins improving
  • Revenue decreasing

Geographical Exposure
McDonald's operates worldwide, but is most popular in western countries.

Technical Analysis
  • A support zone ranging from 150.30 to 154.81. This zone is formed by a combination of multiple trend lines and important moving averages in multiple time frames.
  • A resistance zone ranging from 155.15 to 156.28. This zone is formed by a combination of multiple trend lines and important moving averages in multiple time frames.
  • Resistance @159.08 from a horizontal line in the daily time frame.

Trade
  • An entry @156.29. This is a Buy Stop order right above the resistance zone .
  • An exit @151.76. This is a Stop Loss order right below the 10 day low.
  • The worst case loss on the trade is limited to 4.53 points, which is 2.90%.
  • When investing 25.00% of your capital in this trade, your total portfolio risk will be 0.72%.
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