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TheStreet.com's Jim Cramer says you can be bearish, but you have to admit when you're wrong.

Oh boy, I hit a nerve. My last two days of donning the bear suit and imitating the bears has brought on a cacophony of critics, all of whom think that I am attacking them personally! That's right, they think I have read them, seen them and heard them and that I am spoofing them or making fun of them.

Moreover, they think that I am wildly bullish and that I am mocking them for not wanting to buy things here.

Even the cheap stuff gets cut when jobs are scarce. Burger King (NYSE: BKC), the second largest burger chain, saw fiscal first quarter profit fall 6% year-over-year, as diners opted to make their own meals at home.

Another part of the problem, though, is that competitors have cut their prices aggressively in order to bring customers through the door, a move that can have an upside for market share but doesn't always restore revenue lost to a recession.

A lot of earnings reports were issued last week. The market was busy sorting them all out. I'm going to take a fast look at several of the issuing companies.

American Express (NYSE: AXP): Don't leave home without it. Good advice for the card, perhaps, but what about the company? Should your portfolio leave home and forget this stock? I'd say so. It's not that American Express lost the earnings game. On the contrary, Bloomberg reported a beat. American Express earned 44 cents per share from continuing operations, adjusted. This was six pennies ahead of forecasts. Okay, I applaud such performance. And shares are way off the single-digit 52-week low. Thing is, I'm in love with another card business. Visa (NYSE: V). As I've stated before, I enjoy the beauty of Visa's lower-risk model. It doesn't have to put up with loan risk. Yes, the situation at American Express might be improving, but I'm not going to buy this one.

Here are some highlights from last week's earnings coverage from BloggingStocks:

• AirTran Holdings Inc. (NYSE: AAI) reported its third consecutive quarterly profit and will increase capacity.
• Amazon.com Inc. (NASDAQ: AMZN) shares soared after it reported very strong Q3 numbers.
• Apple Inc. (NASDAQ: AAPL) reported stellar Q4 results, driven by the popularity of Macs and iPhones.
• BlackRock Inc. (NYSE: BLK) Q3 earnings soared, due in part to a tax benefit, and assets managed grew.
• Broadcom Corp. (NASDAQ: BRCM) revenue surged sequentially but note the would be flat going forward.
• Caterpillar Inc. (NYSE: CAT) beat Q3 earnings expectations and shares rose though revenue slumped.

Markets rose substantially at the end of the day, in part led by the strong earnings reports from 5 of 30 DJIA components this morning alone. This was despite the discussions of the risks of the US's Triple-A rating, another drop in home prices, and despite weekly jobless claims heading higher.

Here were today's unofficial closing bell levels:

Dow 10,081.31 +131.95 (1.33%)
S&P 500 1,092.91 +11.51 (1.06%)
Nasdaq 2,165.29 +14.56 (0.68%)

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Ray Kroc did not start McDonald's (NYSE: MCD). But he was the one that had the vision and energy to turn it into a global powerhouse.

Back in 1977, Kroc wrote a book about his story, called Grinding It Out: The Making of McDonald's. The title is appropriate. You see, he did not get involved in McDonald's until he was 52 (in 1954).

What I like about Kroc's book is that he has some simple advice for building a successful business. And, it's always a good idea to look at the fundamentals. So, here are some of the takeaways:

The Street.com's Jim Cramer says that reasonable people who believe the market is a reasonable place to make money are getting back in.

People are getting back to even. In the last 72 hours I have spoken to about 500 investors -- or at least 500 book buyers! -- many of whom have told me they recently either got back to even, having dodged the big decline or gotten in near the bottom, or are actually up nicely because they saw the opportunity in March and rode it back up.

I always figure when you meet people it is strictly anecdotal. But when you meet 500 of them it crosses over into empirical. Here's what I saw of this particular cross-section.

One of my wonderful friends, Ms. P, asked me for some guidance on how she might allocate $50,000 currently earning peanuts in a money market account. Though she is decades from becoming a grandmother, after a brief discussion about her financial parameters, it became clear to me that she was looking for a "granny fund."

In reality, my recommendations would be suitable, and perhaps desirable, for many passive investors as well.

The $50,000 is a portion of money Ms. P has set aside to purchase a home, which might happen in six months, but could also be pushed out further, depending on the economy and her situation. Basically, she wants to cover all her bases because she might need the money at any time and does not want to be caught short, while at the same time she would like to generate some revenue without taking any big risks.

Burger King Holdings Inc. (NYSE: BKC) announced plans Wednesday to overhaul its 12,000 locations worldwide. The fast-food giant is seeking a sleeker, futuristic look that includes LCD-screen menus, rotating chandeliers, and corrugated metal and brick accents (see pictures at the above link) on the inside, as well as metal canopies and additional signs on the exterior.

The new upscale design, called 20/20, is expected to cost franchisees between $300,000 to $600,000 per restaurant. Some 60 locations have already been remodeled, including in Miami, Mexico City, Edinburgh, and Shanghai, and 75 more are expected to be completed by the end of 2010. All new restaurants will be built using the 20/20 design.

Yum! Brands (NYSE: YUM), which competes with McDonald's (NYSE: MCD), Burger King (NYSE: BKC), and Wendy's/Arby's Group (NYSE: WEN) for the right to feed consumers on the go around the world, issued a Q3 report after the bell on Tuesday that was decent in many respects. Earnings per share on an adjusted basis increased over 20% to 70 cents. This performance absolutely embarrassed the analysts, who were looking for a mere 58 cents per share according to our earnings preview.

So, that was one of the decent parts. Actually, I'd say it was a little more than decent. But, unfortunately, the top line didn't grow. Total revenues actually declined 2%.

At the time of this writing, shares of Yum! Brands (NYSE: YUM), a company that competes with McDonald's (NYSE: MCD), Burger King (NYSE: BKC), and Wendy's/Arby's Group (NYSE: WEN), were trading higher by well over 4%. Volume was doing well, too. Interestingly enough, Yum! Brands will be reporting Q3 earnings on Tuesday, October 6, after the bell. Does this mean that you should buy in ahead of the release?

On the surface, I suppose the market is telling you that Yum! Brands would indeed make a good earnings trade. Not only is the stock up nicely this afternoon, but it isn't too far from a 52-week high.

An update on two short positions: McDonald's Corporation (NYSE: MCD), recommended on June 26, 2009 at a price of $57.00, and Fortune Brands (NYSE: FO), recommended on the same day at a price of $35.56.

McDonald's: Hold Short. MCD's shares remain under pressure. The era of the 'frugal consumer' is well underway in the United States, to McDonald's detriment. There's also a trend away from standardized fast food, and toward local, 'roadside' hamburger joints and diners: they offer unique flavors and recipes, fresher food, and often atmospheres that can't be beat.

Late Thursday, McDonald's (NYSE: MCD) announced a 10% increase to its cash dividend. The fast-food firm will now shell out 55 cents per share each quarter, bringing its total quarterly dividend payout to roughly $600 million. The increase will cost McDonald's about $220 million per year. This most recent dividend hike continues a long-term trend for Mickey D's, which has raised its quarterly payout every year since 1976.

In other MCD news, Bernstein initiated coverage of the stock with an "outperform" rating. The brokerage firm likes McDonald's because of its broad global footprint, with Bernstein noting that restaurants more heavily dependent on the sluggish U.S. market could struggle.

Many entrepreneurs have attempted to appropriate McDonald's (NYSE: MCD) brand recognition to benefit their own businesses; witness MacJoy, McMunchies, McAllen, McSleep, and McChina Wok Away to name but a few. But the burger chain will have none of that and has aggressively pursued the protection of its trademark and name.

McCurry of Malaysia, however, has finally succeeded in convincing a local court to allow it to continue to sell its food under the McCurry name, as long as its menu remains distinct from that of McDonald's. The ruling marks the end of an eight-year legal battle.

If you're trying to get your head around some stock strategies for the upcoming fall trading season, you might want to consider dividend yields. Volatility could increase since we've had such a run-up in many equities, so thinking about payouts is probably advisable.

I was looking around for some higher-yielding blue chips and became interested in McDonald's (NYSE: MCD). As of last Friday's closing price, McDonald's yields almost 3.6% on an annual basis. It pays out 50 cents per share per quarter according to its corporate website.