I read a very interesting article on how McDonald’s went “back to basics” with their “price and convenience” value equation. Rather than trying to reinvent the company based on the latest trends and competitive entries, McDonald’s made hard choices on pricing and thoughtfully embraced technology and food trends that complemented the company’s equity which made sense to the 70 million people who eat at a McDonald’s every day. The result has been an increase in store traffic, an increase in quarterly sales including a big jump in share price. This is a hopeful article for retailers and manufacturers of fast-moving consumer goods who are seeing disruption in their industries due not only to changes in distribution channels and the entry of niche competitors, but also with changes in consumer engagement, trends towards healthier lifestyle choices some of which may not fit comfortably with their brands’ and company’s equities.