McDonald's reported that they expected higher earnings than previously announced. McDonald's announced 3rd quarter earnings of 61 cents a share, higher than the 49 cents earlier predicted by analyst. McDonalds announced that these eanings were despite the hurricanes and other bad weather that effected the southeast and Atlantic states over the last few months.
This earnings report would suggest that the demand for fast food is inelastic. During hrricanes people are still demanding Big Mac's. After last years release of the documentary "Super Size Me," one might even suspect that the demand for Big Mac's is the same as that of illicit drugs. "Super Size Me" portrayed a vegetarian man who by experiment decided to eat nothing but McDonald's for a month. The man exhibited classic signs of withdrawal due to chemical dependance when he hadn't eaten anything for a while. The man's health deteriorated to near dangerous levels. This didn't even make a serious dent in the fast food Goliath. Instead of cocaine, America is crying for a Big Mac and fries.