If you were McDonald’s global strategist, what would you propose to the company in the next 5 to 10 years?

Of all the companies that have managed to endure the many challenges associated with global expansion, McDonald’s stands out. It is, for example, the only brand powerful enough to be associated with world economics and world peace. The Economist publishes a global ranking of currencies’ purchasing power, known as the Big Mac Index, based on the prices charged at the local McDonald’s. Elsewhere, columnist Thomas Friedman has hypothesised that nations with McDonald’s restaurants do not go to war with each other (the so-called Golden Arches Theory of Conflict Prevention).