{
  "docId": "019dd923-622b-71dc-a6dc-3613fe313890",
  "docSlug": "3a33f122b246",
  "documentTitle": "McDonald's Corporation (MCD)",
  "authorId": "14_Icahn",
  "authorName": "Carl C. Icahn",
  "documentKindSlug": "activist-deck",
  "documentKindLabel": "Activist deck",
  "sourceTypeSlug": "activist_investor",
  "sourceTypeLabel": "Activist investor",
  "presentationDate": "2022-05-01 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7777778,
  "pageNumber": 30,
  "pageCount": 65,
  "prevPage": 29,
  "nextPage": 31,
  "slideType": "problem_statement",
  "function": "diagnose_problem",
  "density": "overcrowded",
  "nDataPoints": 15,
  "notes": "The slide uses a combination of a line chart for cost trends and a table for consumption changes to build a case for strategic pivot.",
  "elementsJson": [
    "headline_text",
    "subtitle_text",
    "callout_box",
    "line_chart",
    "data_table",
    "bullet_list"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-622b-71dc-a6dc-3613fe313890/30",
  "deckHref": "/decks/019dd923-622b-71dc-a6dc-3613fe313890",
  "deckJsonHref": "/decks/019dd923-622b-71dc-a6dc-3613fe313890.json",
  "deckAnchorHref": "/decks/019dd923-622b-71dc-a6dc-3613fe313890#slide-30",
  "components": [
    {
      "bbox": {
        "h": 0.12,
        "w": 0.44,
        "x": 0.52,
        "y": 0.26
      },
      "kind": "callout",
      "text": "More than half of all Americans (55%) say they are willing to eat more plant-based meat alternatives and roughly one in four Americans (27%) say they have rewarded food companies that are taking steps to reduce their impact on the environment by buying their products at least once in the last 12 months",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d162ef3b-ef58-4442-8821-6a8b245b9213",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.44,
        "x": 0.04,
        "y": 0.26
      },
      "kind": "callout",
      "text": "“Diversifying product portfolios to include both animal and alternative protein sources presents the biggest opportunity to mitigate operational risks while building agility to respond to market and technological disruptions” - FAIRR",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d620688d-17b8-4fa3-a224-6dcf780e3c5a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "callout",
      "text": "Under the incumbent Board, McDonald's remains wed to its meat-based strategy despite a growing plant-based foods market, which is now over $40 billion worldwide",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-fb90-708a-868c-69999f9e7fcf",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.48,
        "w": 0.32,
        "x": 0.04,
        "y": 0.41
      },
      "kind": "chart",
      "text": "Production cost reduction of cultivated meat and seafood",
      "attrs": null,
      "subkind": "line",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6c0e2432-6328-4196-b85c-0b4512af3bc5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.12,
        "x": 0.37,
        "y": 0.41
      },
      "kind": "list",
      "text": "The plant-based food market experienced a 9 percent growth between 2019 and 2020. A Bloomberg Intelligence report predicts the global-market for plant-based protein sources may increase five-fold by 2030.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0238295b-f38f-4b73-8b65-a161119a1118",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.48,
        "w": 0.22,
        "x": 0.75,
        "y": 0.41
      },
      "kind": "list",
      "text": "The U.S is the No. 1 global consumer of beef, but Americans are now drastically cutting beef out of their diets across all genders, ages, income groups and races/ethnicities. U.S. beef consumption has fallen by 40% in just 15 years. Further reduction is still needed.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b89ea5ae-9787-4f71-a465-d2291ee6b399",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "beef consumption: 40%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-fb90-708a-868c-73b193687405",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "Diversifying product portfolios to include both animal and alternative protein sources presents the biggest opportunity to mitigate operational risks while building agility to respond to market and technological disruptions — FAIRR",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd952-fb90-708a-868c-6cf3df215234",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.48,
        "w": 0.22,
        "x": 0.52,
        "y": 0.41
      },
      "kind": "table",
      "text": "Beef Consumption in the U.S. Diet (2003-2018) by demographic group",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "98179776-f578-491b-95b0-59425adc0c58",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.06,
        "w": 0.96,
        "x": 0.02,
        "y": 0.15
      },
      "kind": "title",
      "text": "Under the incumbent Board, McDonald's remains wed to its meat-based strategy despite a growing plant-based foods market, which is now over $40 billion worldwide",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ac33ee02-e4c9-4808-9eeb-2e3cc24cfdb2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.96,
        "x": 0.02,
        "y": 0.05
      },
      "kind": "title",
      "text": "THE BOARD HAS AN OPPORTUNITY TO HELP MCDONALD'S PIVOT AWAY FROM ITS BEEF-CENTRIC MENU",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "cd45259b-40c8-4868-b0ed-89c16c13105f",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Storytelling: audience calibration",
      "slug": "audience",
      "agent": "storyteller",
      "layer": "slide",
      "matchId": "0cfa4044-34c8-491e-a173-a69de1ea8ba2",
      "evidence": "The slide mentions 'Americans are now drastically cutting beef out of their diets' implying an understanding of the audience's preferences.",
      "confidence": 0.7
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 34,
      "from": 10,
      "beatId": "cafbe89f-a59c-4322-898c-f876cabfff9a",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Agitate (Make it worse)",
      "beatSlug": "problem-agitate-solution-agitate-make-it-worse",
      "evidence": "Slides 10-34 agitate the issues, highlighting contradictions, and failures in ESG practices.",
      "position": 1,
      "confidence": 0.8,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}