For many years now, McDonald’s has dominated the fast food industry, which made its grand entrance to the world food industry over 70 years ago. Although McDonald’s and Starbucks are way ahead of the pack in terms of value and revenue, it is the Subway brand on most restaurants due to the company not owning them nor needing the same infrastructure to set up. McDonald’s, which has been the market leader in innovation since the beginning, is starting 2017 on the same track. It is selling its stake in what is considered the key growth market, China, and is already testing things such as all-day breakfast in certain markets. The rest of the industry does not look set to catch up with many facing a world trying to be increasingly healthier, and that is fighting against globalisation.