On a total-return basis, McDonald’s has climbed in 11 straight years. Now down almost 10% in 2026, The Daily Breakdown takes a closer look.
Before we dive in, let’s make sure you’re set to receive The Daily Breakdown each morning. To keep getting our daily insights, all you need to do is log in to your eToro account.
Interested in more Deep Dive content? Check out our latest research.
Deep Dive
McDonald’s is the world’s largest restaurant chain, serving fast-food staples across a global network of company-operated and franchised locations. Its scale, brand recognition, and standardized operating model allow it to serve millions of customers across dozens of markets.
The business is increasingly driven by franchising rather than directly operating restaurants. In fiscal 2025, franchise revenue accounted for roughly 61.5% of total revenue, while the US contributed about 40.2%, highlighting both the company’s asset-light model and its broad international reach.
Because of McDonald’s strong brand and consistency, the company has become a staple among investors looking for capital return in the form of dividends and share buybacks.
McDonald’s could join the Dividend Kings later this year, an exclusive group of companies that have raised their dividends for at least 50 consecutive years. The company has increased its payout for 49 straight years, while its annual dividend has doubled over the past decade. During that same period, outstanding shares have fallen by more than 100 million.
Future Growth Projections
While McDonald’s is a consistent dividend payer, its earnings growth has been less steady. Net income has increased in three of the past five years and seven of the past 10. Looking ahead, analysts project the following, according to Bloomberg:
- Earnings Growth: 6% in 2026, 8.3% in 2027, and 7.8% in 2028
- Revenue Growth: 5.1% in 2026, 5.1% in 2027, and 4.7% in 2028
Analysts currently have a consensus price target of ~$318 on MCD stock, implying about 15% upside to today’s stock price.
Want to receive these insights straight to your inbox?
Diving Deeper — Valuation
After a seven-year rally, McDonald’s stock has lost some momentum, declining in two of the past four years and falling about 10% so far in 2026. However, the down years — 2022 and 2024 — brought relatively modest losses of 1.7% and 2.2%, respectively. Including dividends, McDonald’s has generated positive total returns in each of the past 11 years, gaining more than 330% from 2015 through 2025.
On valuation, MCD has generally found support near 20 times forward earnings. On a forward free cash flow basis, support has emerged around 16 to 17 times. Shares are trading near both levels now, although that’s no guarantee that they will prove to be support.
Risks
McDonald’s main risks are weaker consumer spending, especially among lower-income customers, and rising labor, food, occupancy, and financing costs that pressure franchisee profitability. Because most restaurants are franchised, strained operators or disputes over pricing, investment, and standards can affect systemwide performance. The company also faces intense competition, food-safety and reputational risks, changing consumer preferences, regulation, cyber disruptions, currency swings, and geopolitical instability across its international markets.
The Bottom Line
McDonald’s offers investors a durable global brand, an asset-light franchise model, and a long record of dividends, buybacks, and steady total returns. Its scale, loyalty program, and ongoing investments in technology and efficiency could help support continued growth.
The tradeoff is slower and less consistent earnings growth, along with pressure from weaker consumer spending, rising costs, and intense competition. With the stock near historical valuation support, the debate centers on whether its consistency and capital returns outweigh those operating risks.
Disclaimer:
Please note that due to market volatility, some of the prices may have already been reached and scenarios played out.