The Rise and Fall of the McEmpire.

The McEmpire is in turmoil. Like the ancient Roman emperor Honorius as he watched the Visigoths pouring over the seven hills of Rome, McDonald's management may now be witnessing the decline of its own empire. In December, McDonald's announced an anticipated quarterly loss for the first time in its 47-year history. Regrettably, the company's direction and focus over the past decade has as much to do with the decline as does the pressure from competitors. …

…little, too late. One thing is for certain: Consumers will choose with their taste buds. And, the best of plans must be executed well and consistently in the field. It appears that only time will tell: Is McDonald's truly awakened to the fact that it's really all about the food? Or will they remain a sleeping giant? Ultimately, will it be little more than an inert empire, destined to be picked apart by invading hoards?