Yum! Brands (NYSE: YUM), whose competitive colleagues include McDonald's Corporation (NYSE: MCD), Burger King Holdings Inc. (NYSE: BKC), and Wendy's Arby's Group (NYSE: WEN), reported earnings for Q4 and the full fiscal year on Tuesday after the bell.

Net sales increased 4% for the quarter to $3.4 billion, and earnings per share on an adjusted basis went up 5% to $0.46. According to the earnings preview, sales essentially met Wall Street's view, but net income was beat by a penny. For the year, Yum! saw a net sales increase of 8% to $11.3 billion, and its adjusted bottom line increased by 14% to $1.91 per share. Once again, sales were in-line, and earnings beat by the proverbial penny.

The major market indices indicate that a short-term rally is due.

Our internal indicators, chiefly the Moving Average Convergence/Divergence (MACD) and momentum, are oversold, and the stochastic has issued a short-term buy signal.

Additionally the sentiment indicators, chiefly Investors Intelligence, the American Association of Individual Investors' (AAII) sentiment survey, which has been very bearish for three weeks, and the CBOE Volatility Index (VIX), tell us that the public is bearish and insiders are bullish.

Even though the trading targets could be as close as Dow 8,500, they could also extend to the top of the three-month trading range at Dow 9,300. This may seem like just more of the same type of sideways trading that we've become used to, but it could also mean that a major market base has formed.

Taco Bell parent company Yum Brands (NYSE: YUM) made a lot of money from the wildly popular "!Yo quiero Taco Bell!" commercials, but it turns out that they stiffed the creators of the ad campaign.

In 2003 a Michigan jury found that the company didn't pay Tom Rinks and Joe Shields, the creators of the dog. Taco Bell turned around and sued advertising agency TBWA Chiat/Day, charging that that company was responsible for the stiffing.

It's right there in the stock symbol: for Yum! Brands (NYSE: YUM), parent of Kentucky Fried Chicken, Taco Bell and Pizza Hut, is all about good taste. None of the food conglomerates' brands have ever been widely recognized for their healthfulness; in fact, it's safe to say that consumers passionate about healthy eating consider the entire suite of fast-service restaurants dens of iniquity.

Yum is trying to change all that. No, not by making any of the restaurants' foods more healthy, but by targeting consumers who are looking to lose weight with its new Keep It Balanced web site. The site shows laughing, gorgeous, healthy consumers holding chalupas and sodas, while exhorting weight-conscious readers to "Keep a record of what you eat and drink" and "Be Patient!" while ordering sauce on the side at Taco Bell and (seriously?) removing the skin and breading from your KFC fried chicken. Meanwhile shadowy figures dance around the corners of the site's frames in moves reminiscent of Tai Chi; a discipline that I would be willing to bet 90% of the company's consumers don't practice and, likely, consider ridiculous.

The message: our food is so totally unhealthy, but you can make it healthy by picking off all the tasty bits. Then you'll be free to head to martial arts training with a clear conscience. Brilliant. Or, perhaps, absolutely unbrilliant and obviously meant only to pay lip service to criticism that the company's foods are contributing to our nation's decidedly unhealthy relationship with food, a half-hearted effort to associate its brands with the "diet season" of January. In my estimation, the site is a waste of marketing dollars and, as long as you're not an investor, laughable.

CKE Restaurants (NYSE: CKR), owner of the Carl's Jr. and Hardee's brands, reported earnings for the third quarter on Wednesday. The top line fell a little over 4%, coming in at $336.6 million. On a diluted basis, the bottom line cooked up $0.10 per share. That was a penny less than what was earned last year, but the company did manage to meet Wall Street's expectations.

Moving away from total sales and net income, let's look at the all-important same-store sales results. For the third quarter, comps for both CKE brands on a blended basis rose 0.9% according to the earnings release. An earlier press release focusing on same-store sales in November, had comps increasing by 0.3% on a blended basis. Year-to-date, blended comps moved 1.9% higher. When you compare these changes to their respective year-ago periods, you'll see that CKE isn't really doing gangbuster business.

I find neither the earnings numbers nor the sales figures particularly compelling. Management seems to think that the dreadful economic crisis we're facing is mostly responsible. Hey, it certainly isn't helping, and I sympathize with CKE's challenges during the credit crisis. Yet, I'd have to respectfully suggest that management get out there and get some hardcore marketing efforts going. When sales are down, you need to up the ante when it comes to branding and convincing patrons to come through your door. These comps are pretty weak and unattractive. They can be pushed higher with some innovative, creative campaigns.

Burger King Holdings, Inc. (NYSE: BKC), which competes with Yum! Brands (NYSE: YUM), Wendy's/Arby's Group (NYSE: WEN), and, of course, McDonald's Corporation (NYSE: MCD), reported earnings today for the first fiscal quarter. The statistics show that, well, it kind of is good to be the king. I won't say these are the biggest growth numbers I've ever seen, but I thought they showed that the fast-food entity is doing well serving its core customers.

Revenues jumped 12%. On a global basis, comps jumped 3.6%, which management points out is the 19th time in a row that global comps were in positive-growth territory. I know, that's the kind of managerial cheerleading that an investor must be careful about, but I think it's a cool fact in this case. Domestically, comps advanced 3%, and, well, it's the 18th time in a row for that metric, if you care. Adjusted net income came in at $0.38 per share, a 9% increase. This is where the creepy Burger King mascot sheds a tear, because that was one penny below the expectations of the analyst wizards who populate the kingdom of Wall Street (according to Melly Alazraki's Before the Bell article from earlier today).

Although Burger King didn't please the analyst community, I thought this was a good quarter. The release said that the company purchased some stock and paid a dividend, all of which was covered by cash generated from operations. Management seems to be amply aware of the stresses that the economy is going to put on its patrons and is studying pricing strategies. That's the problem for every purveyor of foodstuffs. People aren't so keen about paying up for stuff these days, so how do you get them to do it? Costs and currency fluctuations are affecting many companies, and they won't have an easy go of it as the recession continues its march of pain (even with the recent upward moves in the stock market, I'm not that bullish just yet). So, even though I like Burger King's Q1, and even though I think it's a great marketer of its menu items (the youth really dig that creepy Burger King character), I'll concede that the stock could be volatile in the coming months. Long-term, though, it should be a good investment.

Disclosure: I don't own any company mentioned; positions can change at any time.

Yum! Brands (NYSE: YUM) reported earnings for the third quarter after the bell on Tuesday. Revenue went up 11% to $2.8 billion. Earnings per share rose 16% to $0.58. Global comps increased 3%.

You know, those numbers are not bad at all. As we await earnings reports, I'm sure that you, like me, are nervous. I mean, we're in the middle of a global economic slowdown fueled by a financial-system collapse, so the data this quarter is going to be particularly telling. The fact that Yum! has double-digit growth to its credit is pretty cool to see.

No, that doesn't mean I'm a bull on the markets all of a sudden, but it does show that people are still stopping by Pizza Huts and KFCs. Guess people won't give those guilty pleasures up during the monetary apocalypse, huh? And let's look at Yum!'s cash flow. While net cash from operating activities year-to-date was pretty much flat at $1.1 billion, it was more than enough to cover the capital spending and dividend obligation. As you can imagine, management highlighted the nice cash-flow generation of Yum!'s business. During a market crisis, it's the thing to do.

According to this source, Yum! beat by four pennies. Shareholders will be pleased by that, and perhaps the shareholders of Burger King (NYSE: BKC), Wendy's/Arby's Group (NYSE: WEN), and McDonald's (NYSE: MCD) can take Yum!'s performance as a good omen for their companies. I can't say that Yum! Brands is going to rocket from here based on the earnings news. But I can say that long-term investors with a lot of patience should have a winner on their hands based on the brand equity of the company and its cash-flow-generating abilities.

Disclosure: I don't own any company mentioned; positions can change at any time.

Yum! Brands (NYSE: YUM) wants to educate its patrons. No, it's not going to be offering history lessons to go along with its personal pizzas, fried chicken and burritos. It just wants to make sure you know exactly how many calories are in the stuff you eat at its restaurants. The information will be posted at company-owned locations over the next few years. Management is hoping that franchise locations will also participate in the initiative (I'm sure most eventually will).

Personally, I think this is a great idea. How could anybody be opposed? After all, if I'm in a Pizza Hut, I want to know how much damage I'm doing to myself. Yes, I am one of those people who actually checks out the nutrition pages on the sites of fast-food joints such as McDonald's (NYSE: MCD), Burger King (NYSE: BKC) and Wendy's Arby's Group (NYSE: WEN).

But yes, there is a downside for shareholders when this type of information is made available. Indeed, the more I've learned about the health effects of a bad diet, the more conservative I've been about going to a KFC or a McDonald's. No doubt Yum! will see some challenges from people scaling back on buying the junk food it sells. Will there be a significant effect? Will Yum! and its various chains disappear as a result of this decision? No. Management will simply adjust, if it becomes necessary, and will try to offer healthier selections.

TheStreet.com's Jim Cramer says that as consumers try to stretch their dining dollar, Darden, Yum! and McDonald's will benefit.

We all know we are overstored in this country and over-restauranted. There are tons of players -- so many that the competition got too hard. Now they collapse. That Uno might miss a payment, that Bennigan's and Steak & Ale are going away, that Bakers Square and Village Inn have filed for bankruptcy: All say the industry is in big trouble.

But ask yourself, if you are Darden (NYSE: DRI) (Cramer's Take), do you think this is a good or bad development? If you are Yum! Brands (NYSE: YUM) (Cramer's Take), do you think that this, at last, is your time? How about McDonald's (NYSE: MCD) (Cramer's Take)? Room to go more upscale, perhaps?

We read all of these horrible articles every day about restaurants, and yet we see that the stocks of Yum! and Darden hang in great, particularly the first, which gave hideous guidance and yet is now higher than it was before it told people commodity costs were hurting it. McDonald's? How many stocks just hit their 52-week high?

McDonald's (NYSE: MCD), whose competitors include Yum! Brands (NYSE: YUM), Burger King (NYSE: BKC), and Wendy's (NYSE: WEN), isn't known for being a part of a healthy diet, no matter how much branding it's done in that area. However, it is known for delivering good earnings. That's why investors probably aren't too worried when it comes to Wednesday, the day that the fast-food behemoth is set to hand off a sack of quarterly numbers at the earnings-report drive-thru.

According to AOL Finance, McDonald's beat the street by a wide margin in the first quarter. The call was for about 70 cents per share which Mickey Dee's beat by a whopping 11 cents. The previous quarters weren't as impressive, but they were solid enough. McDonald's seems to have the game of at least matching expectations down pat, so I am confident that come Wednesday, the company's bottom line will be close to the 86 cents per share that Wall Street is looking for in the second quarter, according to Earnings.com.

If McDonald's makes the number, then it will represent growth of over 20%. Double-digit appreciation is a valuable commodity in this time period. I can't say, though, that McDonald's won't have its challenges cut out for it. After all, inflation is affecting everyone, and fuel prices theoretically could hamper the popularity of the company's valuable drive-thru asset (I used one last evening myself). But McDonald's has that famous dollar menu going for it, so even in tough times, fans of fatty foodstuffs can still afford the oily, heart-clogging grub.

Yum! Brands (NYSE: YUM), which competes with Burger King (NYSE: BKC), McDonald's (NYSE: MCD) and Wendy's (NYSE: WEN), issued its Q2 report on Wednesday. Total revenues increased 12%, and earnings per share jumped 16% to $0.45. According to Briefing.com, Yum! beat expectations by three pennies, but it didn't seem to satisfy the big guns of Wall Street. The stock was down 5% in the after-hours session yesterday.

Some reports indicate that margins are to blame here. It's true, the margins aren't as good as one would like, but the company has nevertheless succeeded in cutting some costs. I see Yum!'s quarter as a very decent one in the context of the current bear market. In fact, the company posted worldwide same-store sales growth of 4%. U.S. comps exhibited a growth rate of 2%. There is opportunity in the U.S. for Yum! in terms of marketing for its Pizza Hut, KFC and Taco Bell brands. Management needs to see if it can increase comps in this territory. International restaurants, including locations in China, continue to do well.

I like Yum! and its long-term prospects, especially for restaurants located abroad. I also like that the dividend saw a great double-digit increase during the quarter, rising by a whopping 27%. Management is therefore signaling shareholders a high level of confidence behind the brands. I'm reticent about putting new money to work in any stock right now, but I think Yum! Brands is worth a place on the watch list and a round of due diligence on a pullback.

Disclosure: I don't own any company mentioned; positions can change at any time.

Referring to his long-recommended position in YUM! Brands (NYSE: YUM), Louis Basenese exclaims, "I've spent 1,308 days tracking its price movements and written 11,239 words expounding its virtues."

Indeed, the associate Investment Director for The Oxford Club states, "If I could only recommend one stock to own for the next decade, hands down YUM! Brands would be the one."

"YUM! Brands, operator of KFC, Pizza Hut and Taco Bell, is quietly transforming itself into an international juggernaut. Today, roughly half of its operations and profits come from outside our borders. Tomorrow (okay, not that quickly, but soon), more than two thirds of its business will be based outside the United States.

"And the transition and timing couldn't be more perfect. More than half the word's investable market capitalization is now outside the United States. And that percentage keeps growing.

McDonald's (NYSE: MCD) announced its same-store sales results for the month of April Thursday, and the data indicate a healthy fast-food business ("healthy fast food" -- isn't that an oxymoron?).

Global comps as a whole increased 5%. Comps for European locations increased 6.3%, and the Asia/Pacific/Middle East/Africa segment saw a 7.8% rise in same-store sales. McDonald's restaurants in the States increased an anemic 2%. The weak domestic sales really need to be addressed so that they can pull more weight and add to the cool story that is McDonald's.

The stock has been a pretty decent performer over the last several months, rising over 6% over the three-month timeframe, and over the one-month period, it is up over 7%. And the longer-period returns from the past are even more impressive. Imagine how McDonald's stock would perform if management figured out how to get people to visit the U.S.'s Golden Arches more often. I suppose April's performance should be praised since March saw a decline in U.S. comps, as this article makes plain, but that depreciation was the first one in five years, and that says to me that McDonald's needs to be careful.

It's all about the marketing, of course. There are a lot of choices out there -- Burger King (NYSE: BKC), Wendy's (NYSE: WEN) and Yum! Brands (NYSE: YUM) -- so I think promotion of the brand is key. Some will disagree and say that menus and pricing are the big drivers -- they are important, don't get me wrong, but perhaps McDonald's needs to take a cue from Burger King and its campaign with the creepy-king thing -- those commercials are clever. Still, if this comps reports says anything, it says that you shouldn't count the clown out -- McDonald's is a blue-chip stock that is near a 52-week high, and not only is it a great long-term/core holding, but it's also quite possibly an interesting shorter-term idea as well.

Disclosure: I don't own shares in any company mentioned here; positions can change at any time.

McDonald's (NYSE: MCD) may be the big brand name in the fast-food industry, but don't discount Burger King (NYSE: BKC). The King reported its fiscal Q3 numbers on Thursday, and they were pretty regal indeed.

Revenues increased 10%, and earnings per share did even better, rising 20% to 30 cents (that beat earnings by three pennies, says Briefing.com). Now, when talking about retail stores and fast-food joints, the issue of same-store sales always comes up, since it's such an important element to consider (be sure to keep in mind that comps must always be put in an overall context, especially if you are only measuring a one-month timeframe). Global comps increased 5.8% for the quarter, a good showing for Burger King which wants to become a force to be reckoned with around the world. The domestic side of things isn't doing too badly either as comps in the United States and Canada moved up 5.4%. Restaurant margins, however, decreased due to the challenging commodity-cost environment we all live in nowadays. Otherwise, I see these earnings as very positive for Burger King, and I am bullish on the stock.

YUM! Brands (NYSE: YUM) is recently up $1.88 to $40.37.

YUM reported Q1 revenues of $2.41 billion versus consensus estimates of $2.35 billion.

Stifel Nicolaus says: "China continues to prove it's the crown jewel in the YUM business portfolio."

YUM call option volume of 1,924 contracts compares to put volume of 4,242 contracts. YUM May option implied volatility of 27 is below its 26-week average of 33 according to Track Data, suggesting decreasing movement.

Options Update is provided by Stock Specialist Paul Foster of theflyonthewall.com