You'd be hard-pressed to find somebody who isn't familiar
with
McDonald's (NYSE: MCD), one of the best-known
American corporate icons. So when the Golden Arches packs up
and leaves an
entire country, you know you're witnessing a
chilling state of affairs. The burger chain's departure from
Iceland also gives Fools fast food for thought when it comes
to international investing.
According to Bloomberg, McDonald's is leaving Iceland
after the collapse of the
krona, the Icelandic currency. (There were only
three McDonald's on the tiny island, all owned by a
franchisee, but still!) Despite their best efforts, the
company and the restaurants' owner couldn't cook up a
workable solution.
Bloomberg's report shed light on McDonald's unappetizing
state of affairs in Iceland. Most ingredients had to be
imported to the island from Germany, an understandably
difficult and expensive process in trying times. Icelandic
McDonald's costs have doubled in the last year; the
restaurants would have to raise their prices by 20%, and
charge the equivalent of $6.36 per Big Mac stateside, to
achieve the margins needed to remain open.
McDonald's frozen fate in Iceland demonstrates that
expanding into certain foreign markets can be challenging for
even the best companies. Consider the culture shock when
Starbucks (Nasdaq: SBUX) tried to put a store
in
China's Forbidden City, or
Yahoo! 's (Nasdaq: YHOO) public-relations
problems when it gave information to Chinese authorities that
led to a
journalist's arrest.
Wal-Mart 's (NYSE: WMT)
expansion into Indiais also fraught with questions. And
what about the
huge problemsIkea faced in Russia?
Then again, perhaps no portfolio should rely on just a
single country's economic fortunes -- even our own. For all
the potential pitfalls of foreign expansion, it's still
Foolish to consider American investments with exposure
abroad. For example, many investors like
Yum! Brands ' (NYSE: YUM) prospects because
of its
great success expandinginto China. Yum! is not a
one-trick pony, and exposure to different markets could
insulate its earnings in case something goes wrong in one
corner of the globe.
Fortunately for its shareholders, McDonald's has a vast
presence at home and abroad; Iceland is just a tiny blip in
its fortunes. Nonetheless, investors need to consider the
dangers of placing too many investing eggs in one country's
basket. If the unthinkable does happen -- as it did in
Iceland, and as it still could anywhere, at any time --
diversification can help protect your portfolio from
spectacular flameouts.
This article was originally published as
When Iceland Freezes Overon
Fool.com
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