McDonald's Corp. (MCD, Financial) presented disappointing second-quarter earnings on July 29. The quarter's indicators show how challenging the company's situation is, with negative same-store sales, flat revenue and an earnings miss.Despite this, shares have advanced slightly, the justification for which can be attributed to strategies to return value to the consumer like cheaper meal initiatives.Combining the bad situation with some trends in the fast-food chain's market, I believe a very cautious stance ...