With pork comprising only about 6 or 7 percent of Chipotle's sales and many burrito fans presumably willing to accept an alternate protein (my wife told me to buy her a chicken burrito instead, not to go elsewhere in search of pork), this is probably a stand the company can take without giving much up in the way of sales. And in some ways, the public relations coup could be priceless. Chipotle doesn't do a lot of conventional fast food advertising, but does put a heavy emphasis on unconventional ways to market themselves as a more ethical meat-eating alternative.

The good news for the company is that the problems in Europe (which is poorer than the USA) and Asia (which is much poorer) really will pass, and the Latin American market opportunity will probably continue to grow. The basic McDonald's value proposition that's increasingly unappealing at home continues to be relevant abroad. Upscaling in the United States will be difficult, but continuing to lean in to globalization is perfectly workable. It just means that the long-term future of what is in many ways the iconic American brand doesn't have much to do with the United States.

Maybe that will work. But it seems unlikely. It's difficult for a company to change what it is, at root. McDonald's has one of the strongest brand identities on earth. People all around the world know exactly what those golden arches stand for. This has been, traditionally, an enormous source of strength for the company. But it becomes a weakness at a time of tougher competition. From the McDLT to the Arch Deluxe to the Big N' Tasty, McDonald's has always struggled to sell a "premium" burger to the public. It's always been their weak spot, it's just never been a problem before.

McDonald's is dying in the United States. Thank Chipotle.

Give old Christmas trees to lions to play with

And behind Chipotle stand a broad array of other so-called "fast casual" restaurants offering a similar value proposition fast food service with better-tasting food. Five Guys, In-and-Out Burger, and Shake Shack are all privately held so we don't know their financial details, but they seem to be growing rapidly. And why shouldn't they be? For all of Americans' economic struggles, as a society we are both wealthier and busier than we were a generation ago. Under the circumstances, paying more for tastier food in the quick-service format is a compelling idea and not one that it's clear McDonald's can match.