NEW YORK & CHICAGO--(BUSINESS WIRE)--McDonald's Corporation's (MCD) implementation of aggressive steps to improve brand perception along with a local bottoms-up approach to respond to consumers' evolving expectations is viewed favorably from a credit perspective, according to Fitch Ratings. McDonald's persistently weak same-store sales (SSS) trends, particularly in its core U.S. market, declining consolidated operating income, and an increase in debt have removed head room from the company's 'A