With this type of journalism, no wonder people think journalism is dead. It's all click-bait idiocy. The article is riddled with rhetoric and passed off the complaints of a few disgruntled franchise owners as evidence of a massive discord in the MCD system.
Biased and un-sourced articles like this can make it hard to know what to do as an investor. How to find the facts inside the rhetorically biased slant?
What's an investor to do now?
I wouldn't be a new buyer at new highs. Anyone that follows this page knows I detest buying at 52 week/All-Time highs. I'd wait for a pullback before putting new money into the stock.
Short term rating = HOLD
Long term rating = HOLD