Just like a smile, the “Golden Arches” can be understood in any language. The McDonald's brand is the best known and most internationally embraced fast food empire. McDonald's operates over 31,000 franchises worldwide, with the United States leading the list with 13,381 outlets as of May 2009 [1]. McDonald's has its grip on the fast food market, offering a growing variety of foods and drinks, marketed to people of all ages to eat at any time of the day. However, being a corporate giant has its problems. McDonald's has faced much criticism for its high-fat, high-sugar and potentially addictive menu. While the company is unlikely to openly hold itself accountable for its actions, McDonalds has made some changes to address some of the problems. Despite flaws in the public elements of the brand, McDonalds has created a nearly recession-proof economic foundation [2]. Some of the benefits of the McDonalds brand are quite obvious. The Golden Arches and the Ronald McDonald mascot enjoy the best recognition worldwide. This comes from the advantage of having global operations and the availability of culturally diverse foods provided based on the location of the restaurant [3]. McDonald's also uses installations in prime locations such as theme parks, airports, hypermarkets and even hospitals. The company is ranked first on Fortune Magazine's 2008 list of Most Admired Food Service Companies [4]. McDonalds is also associated with cheap prices, good food and fast service. McDonalds also maintains a strong community-oriented atmosphere with its Ronald McDonald Houses that provide charitable services to families with sick children requiring extended hospital stays (www.rmhc.org). McDonald's also sponsors... half the paper... they are creating "cradle to grave" marketing, attracting children as young as one year old with special meals, toys and playgrounds, then the children grow up eating McDonald's which continues until adulthood. [4] They have also been sued multiple times for consuming "unhealthy" food, allegedly with addictive additives, contributing to America's obesity epidemic. McDonald's is a strong company that has been around for a long time and is ingrained in many people's memories. They have unquestionably strong brand recognition and loyalty. However, it may be time for McDonalds to undergo a makeover, especially when it comes to quality and their connection to health concerns. It's pretty clear that McDonalds isn't going bankrupt anytime soon. McDonalds has the ability to do good things for the world if it trades some of its money savings for more socially responsible practices.