McDonald’s Corporation MCD 0.33% shareholders have had very little to cheer about in the past year or so, but a new report by RBC Capital Markets analyst David Palmer explains why RBC believes that McDonald’s shareholders could soon be loving what they see from the fast food giant this summer.

Return To Value

McDonald’s recently launched a national value campaign called “Summer Lovin’,” and RBC thinks that the initiative will be a big hit for the company. According to the report, similar local campaigns centered on the New York City metro area have been successful for McDonald’s, and RBC believes that improving the menu’s value is the best way for McDonald’s to turn around slumping sales numbers in the near-term.

According to the report, easing away from the Dollar Menu in 2012 allowed room for competitors such as Restaurant Brands International Inc QSR 0.12%’s Burger King to swoop in and take share in the space with promotions such as its recent $1.49 10-piece nugget or “2 for $5″ promotions.

July Is Critical

RBC believes…

Read the rest of this article (and all my other articles) for free on Benzinga by clicking here

Want to learn more about how to profit off the stock market? Or maybe you just want to be able to look sophisticated in front of your coworkers when they ask you what you are reading on your Kindle, and you’d prefer to tell them “Oh, I’m just reading a book about stock market analysis,” rather than the usual “Oh, I’m just looking at pics of my ex-girlfriend on Facebook.” For these reasons and more, check out my book, Beating Wall Street with Common Sense. I don’t have a degree in finance; I have a degree in neuroscience. You don’t have to predict what stocks will do if you can predict what traders will do and be one step ahead of them. I made a 400% return in the stock market over five years using only basic principles of psychology and common sense. Beating Wall Street with Common Sense is now available on Amazon, and tradingcommonsense.com is always available on your local internet!