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To add to all that the international sales didn’t make it any easier on McDonalds, they were faced with a hostile global environment, McDonalds suffered huge losses because of the out burst of mad cow disease, and the Asian financial crisis "made people more price sensitive".
From 1987 to 1994 the number of foreign markets increased from 2000 to 4700, and the international operations made 45% of the operating income, the good numbers made the management live in ignorance of what is really going on in the US market and even international markets, that ignorance later on created a lethal threat within the cores of McDonalds corporations giving strength to competitors to improve on the menu and services, the increased number of competitors increased the threat of substitutes and forced McDonalds to switch to cheaper prices and the rivalry have had to a far extend weakened McDonalds brand image...
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