Is small beautiful

by | Mar 29, 2004 | Archives

We can make our investments larger if we spot the beauty that comes from being smaller. We need to understand signals from the wellness revolution such as one that McDonald’s just sent us now.

Mcdonald’s recently announced they are making corporate responsibility a top priority. To show they mean this they said they will stop serving super sized meals. They are also serving more salads and fruits along with their grease, sugar and flour gutbombs.

How can we make money from this fact?

First we can see how a big shift like this creates some immediate opportunities. For example I know one reader of this site who processes food and is now doing fruit salads for this food chain.

But there may be a deeper message we can extrapolate here.

McDonald’s in many ways reflects American attitudes. This institution has affected us all. Boomers remember the food served around the premise, He’s here, he’s in a hurry and he’s hungry. Plus the food was cheap, fifteen cents for a burger and forty nine cents for burger, coke and fries. This was a better deal than our high school cafeterias, but was all take away. We ate elsewhere or in our car.

The generation after remembers these restaurants as big, clean places where toys could be purchased along with the food.

Every American generation knows McDonald’s well, but with a different memory.

Then America sized up, the six ounce coke grew to eight then twelve and on up to twenty. Then came the big gulp! McDonald’s joined in. Big became beautiful.

So when McDonald’s says they are making a shift let’s do a heads up.

McDonald’s says they are going to prioritize corporate responsibility. This is the firm that added playgrounds in their restaurants so the could hook kids on unhealthy, addictive meals at an early age.

For this company to make this change (or even pretend to make it) gives us a clue that a groundswell attitude change is coming that we need to think about.

One of the few maxims in the market that we can utterly rely on is “people want what they don’t have”.

Another dependable adage is “everything material is subject to the law of diminishing returns”.

If we combine these two points with McDoanald’s announcement we may see a trend. The western world is getting fed up with materialism. They are seeking values instead of value.

If this logic is on target at all, look at any form of business offering something smaller, better and or healthier. That is where money will flow.

Merri and I hope some of that money flows to you and until next message, good investing. Speaking of flowing don’t miss our next vital message about investing in water.