Not disposable. (vistavision) By Sam Pizzigati McDonald’s workers in 15 U.S. cities recently staged a weeklong strike demanding a $15 hourly wage for every McDonald’s worker. McDonald’s resisted, pledging only to raise average wages to $13 an hour. In the meantime, the profits keep rolling in. The fast-food giant registered $4.7 billion in 2020 earnings. CEO Chris Kempczinski personally pocketed $10.8 million last year, 1,189 times more than the $9,124 that went to the company’s median worker. Executives at McDonald’s seem to think they can outlast the Fight for $15 campaign. More to the point, they think they know everything. Nothing happens at Mickey D’s without incredibly intensive market research: “Plan, test, feedback, tweak, repeat.” More hours may go into planning the launch of a new McDonald’s menu item than Ike marshaled planning the D-Day invasion.