McDonald's sizzling stock

Can these arches stay golden if the economy tumbles again?

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Total returns: 147%
Nearly seven years ago, McDonald's began a long-term, coordinated effort to revamp its image in the 117 countries where it operates.

Restaurants were remodeled. Service was improved. And new premium products like gourmet coffee and such amenities as free Wi-Fi were gradually added, appealing to the Starbucks crowd.

The timing proved to be critical.

"The remodels drove more visits and higher sales," says Eaton Vance analyst Scott Craig.

McDonald's share of total U.S. restaurant sales grew from 7.3% in 2002 to 8.6% last year -- an 18% rise as the chain has been able to attract more high-end customers, especially in the recent economic slowdown.

NEXT: Overseas loves their MickeyDs

Last updated September 02 2010: 6:04 AM ET
Source: Bloomberg, McDonald's annual reports
Total return figures are through August 30.
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