Okay, I'm a little annoyed. One might even say, McPissed … by yet another story about how fast food purveyors - in this case, McDonald's - are gaining share of stomach at the expense of supermarkets because of inflation. My argument: If supermarkets are losing this battle, it is the result of self-inflicted errors. Not fighting back. Not making their case about VALUE. Not marketing as aggressively as they should.