McDonald's entered the second half of 2025 with results that confirm its exceptional resilience and ability to generate steady growth even in an environment of slowing consumption. Despite pressure on household budgets and increasing competition in the fast food segment, McDonald's was able to increase sales and profit and maintain high operating margins. The driver of growth remains the global restaurant network, managed through a combination of franchising and direct operations, complemented by a strong digital platform and loyalty programs, which are now a key component of the strategy.

The company benefits from the efficiency of its business model - for every dollar spent by a customer, a significant portion flows back into royalties, allowing profits to grow even without network expansion. Investments in digitization, menu personalization, and marketing innovation are helping McDonald's $MCD not only increase frequency of visits, but also the value of the average spend. As a result…