Scott Rothbort has over 30 years of experience in the financial services industry. He is the founder and president of LakeView Asset Management, LLC, a registered investment advisor specializing in customized, separate account management for high-net-worth individuals. In addition, he is a Professor in the Departments of Finance and Economics at the Stillman School of Business of Seton Hall University and the publisher of, a newsletter focusing on investment and trading ideas in the food, restaurant and agricultural sectors. Beyond MarketWatch's Trading Deck, you can read Scott’s daily and follow him during the trading day as one of the All-Stars on.

• Mcdonalds Operational Manuals Operations

Mcdonalds Operational Manuals Operations

Powered. McDonald's has had a rough year so far, declining 15% since the ball dropped in Times Square. Same-store sales for the global, quick-casual, restaurant chain have been under pressure. Third-quarter earnings missed analysts' consensus estimates by four cents. For the entire company, the October sales decline of 1.8% marked the first decline in sales for McDonald's in nine years.

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In order to control its overseas operation, McDonald's uses a combination of two. As of this past year, non-US based restaurants account for over half of the. The McDonald's operation-and-training manual is a roughly seven hundred and.

Total sales in the U.S. Declined for the month of October by 1.4% and same-store sales slipped by 2.2%. This lackluster performance may have been the reason that the head of U.S. Operations, Jan Fields was replaced with another longtime McDonald's executive, Jeff Stratton, a few days ago. Part of the disappointing earnings I believe can be traced to the strength in the dollar versus currencies in its areas of operation.

I would also state that McDonald's was facing some very strong same-store sales from 2011, thus presenting a high bar to jump in 2012. Coming into 2012, I realized that McDonald's would be facing a challenging operating environment beyond the same-store sales issue, such as: a slowdown in its fast growing Chinese market; a certain European recession; and, a lack of new menu changes on the horizon. As a result, I sold about 20% of my holdings in the company's stock at just over $100 in January of this year. This was the second time I have taken a bit of the stock off the table. I have held the stock personally and for clients since the selloff on Christmas Eve day 2003, the day of the “mad cow” scare, and continue to do so.

So now that I have discussed what McDonald's has endured in 2012, I want to focus on what McDonald's can do to get back on track. Consider this an open letter to Donald Thompson and his management team. Here are my four suggestions. GET INTERNATIONAL We already know that McDonald's has extensive operations throughout the world with a large presence in China, Japan, Australia, Europe and Latin America. The Latin American operations are all under the control of a regional franchisee, Arcos Dorados So I am not saying that McDonald's needs to expand internationally. Rather it needs to satisfy the yearning for international tastes at home here in the United States.

The company made a strategic decision in 2006 to divest itself of its majority holding in Chipotle Mexican Grill In retrospect, I think that McDonald's should have kept that operation. Redesigned menus met the demand for healthier quick service meals in the last decade by introducing salads, more chicken dishes, wraps and other items. Now I believe McDonald's needs to spice up its menu by developing new offerings or differentiating its existing menu items to incorporate Tex-Mex/Latin; Oriental; Indian and Russian flavors in a more aggressive and permanent manner. VERTICAL ACQUISITIONS As I mentioned before, I thought that the company should have held its investment in Chipotle. Similarly, I believe that McDonald's didn't give Boston Market enough attention and patience. McDonald's also provided the seed money for Coinstar's Redbox movie and game rental kiosks.

As you can see, the company wasn't afraid of investing in new or interesting concepts in the past. I think that it is time that McDonald's uses its strong balance sheet and cash flow to do so again. Specifically, I think that McDonald's should expand into small concepts with an eye on invading the strategic territory of Starbucks and Panera Bread Here are some suggestions for acquisition: Au Bon Pain, Atlanta Bread Company; Einstein Noah’s Bagels; and, Caribou Coffee All of those companies, whether private or public, could be bought for an insignificant sum in McDonald's terms. These are all small operations with growth potential that McDonald's can fund expansion from its existing resources. However, the company needs to remain patient and focused on these endeavors. SOCIAL NETWORKING McDonald's, for the most part, relies on traditional marketing means to attract its diners. However, I am afraid that it is not using the medium by which the adolescent/tween/teen demographics are in contact with.

The company has to develop a social networking strategy and implement it pronto. GAS STATION INTEGRATION McDonald's has been successful at building store-within-a-store locations such as those at Wal-Mart However, the company has been beaten to the punch by Subway and Dunkin' Donuts who have aggressively added mini-locations at gas stations across the country.

It is time for McDonald's to roll out its McCafe concept as stand-alone units in gas stations, train stations, air terminals and other smaller locations. As for investing in McDonald's stock, here is what I have recently suggested to my long time readers of my newsletter, The LakeView Restaurant & Food Chain Report and Wall Street All-Stars. If you own it, hold it.

If you sold some stock as I suggested earlier this year when it hit $100, you might want to add some back. If don't own any you can start an investment position right now. The company's 3.6% dividend is not only safe, but, on a cash basis, will be increased by 7% to 10% on an annual basis. Furthermore, the company has a very large stock repurchase program in effect averaging between $2 billion and $3 billion a year. Thompson, feel free to contact me anytime. Scott Rothbort owns long positions in MCD, PNRA, CBOU, ARCO.