Do enough to break the strangle hold . On a day when the stock market got clobbered dow plunging 208 points, s p plummets 1. 56 , nasdaq down 1 pant 58 because oil shot down almost two bucks. I believe the answer is a resounding yes. Thats yes if the company happens to be mcdonalds. And the ceo is steve easterbrook, the brit who took over the helm of the fast food giant and is responsible for a huge part of the rally from 100 when he became the ce o in march of 2015 to today when the stock bolted to an all time high of 121 before closing at 119 up 80 cents. How many stocks hit a high today . Not many. Its hard not to see it this way considering the global same source sales rose 5 . United states increase add phenomenal 5. 7 . Thats extraordinary. I was looking for 4 . People thought i was having a happy meal dream. How did he accomplish this . First, he decided what mcdonalds needed, could be the united states, was a simpler menu which would lead to fewer mistakes. Maybe two or three fewer mistakes in a day which then leads to more customers going through during key hours which then leads to a better mood among the franchisees. You heard me. Sounds nutty. A better mood like mindfulness, like karma, like in the now. Hear me out. You have to understand mcdonalds is run by a huge team of franchisees who are the players. Eastern was the head coach. If you can inspire the players they will work wonders for you and the shareholders. Simplify the menu and there are fewer errors then the franchisees will be more bullish about their own stores and put extra people on, make different shifts, make the lines go more they feel like it matters. It matters more to keep the stores cleaner, get more polish. They get energized. Then add allday breakfast and while many thought it was a gimmick, it is having a huge impact on the numbers. Now youve got the mcpick. As anyone watched even a quarter of football knows about. Or buttermilk chicken. People love the taste of butter mill chicken. Its a virtuous circle for the franchisees. They see the business Getting Better so it is worth spend ing franchises to bring in more sales. Heres whats amazing. I would say this is only the First Quarter for this mcdonalds turn around because easterbrook added a loyalty app. He doesnt have the technology that allows the highway stores to have kiosk so the food is the car lines are so long. Some of the things are working in one country and they transport them to another. This man turned around europe the rest of the world. Where are the customers coming from . You know what . I think mcdonalds is taking share from everyone even as many millennials say this level of processed food isnt for them. Easterbrook has been making the offerings more natural. One of his first actions to say mcdonalds would stop raising beef and chicken raised with antibiotics vital to human health. He has enough fire power to change the worlds food chain which would make a difference. Far more than chipotle could do but to be sure no one should confuse the two. I dont want to get ahead of myself. What easterbrook is doing is reintroducing two key concepts value and convenience to the enterprise. They are time honored whether the consumer is stretched in the pocketbook or stretched by the clock. If the place has a convene yent tastes pretty good thats a winning formula. I dont want to get ahead of myself either. Its not like easterbrook will do something tomorrow to propel the stock higher again. In fact, the stock of mcdonalds would go back to where it was if oil is down tomorrow. But lower oil is actually positive for mcdonalds. Puts people on the road. Anything that puts people on the road makes it more likely they will stop at mcdonalds but mcdonalds didnt credit the turn to lower gas prices. It said weather helped. Lets talk about the other side of the trade. Look at the stock of twitter today. This weekend we learned four executives have left including the guy who creates moments which many of us had high hopes for. You are getting incredibly slow user growth. Slower than mcdonalds. What does this say about the previous ceo Dick Costello and his team which is exiting or the current ceo who was the ceo of square. I dont know if i can handle that. I want to hear from jack. Us. Contrast with facebook which reports on wednesday. You are seeing a super growth. Basically its in the same business as twitter. Where is the turnover for facebook . None that i can see. Im not saying buy it ahead but talking about businesses. At some price twitter is a buy. My Charitable Trust has a position. The franchise has a loyal following but cant grow and growth propels all stocks higher whether they are oil, financials, restaurants or tax. By the same token you can argue american ex press lost market cap under the ceo at the same time the competitors mastercard and visa have gained gigantic gobs of market cap under a. J. Bonga and charlie sharp. One has no growth, the other tw have scads. None of it matters as long as we are in the ridiculous link with the price of oil. We accept the oil has to be demand related even after slumberge told us theopposite. We know anything they can do for in mcdonalds and the fed is bad, too tight. Easterbrook isnt about influencing the stock. Hes about influencing the franchisees and the company. The stock will come later. His guidance and transformation will generate increasing returns to give the company more money to buy back shares and raise the bountiful dividend. You put this idea away. Next time the stock market throw as sale because of the lockstep linkage to oil or the endless negative fed chatter i want you to think about mcdonalds as a place to go, not necessarily as a store but a stock. In my case, i want to go to the store because i love the egg mcmuffin. The stock is a nice after thought. Its on the front burner when knocked down by the market. One person can influence the direction of a company and create a turn around to impact the enterprise and the stock. In the case of makds that person is steve easterbrook. Congratulations, what a fabulous and i think long lasting turn that began less than a year ago. This is the story that can transcend the day to day market which is why you can circle the wagons around mcdonalds next time we have another crazy town day. Ken in virginia. Ken. Caller hey, jim. I have to give you a uva capital one cup winning wahoowabooyah. Thats a lot of stuff. I like it all. Whats up . Caller ed son, Research Shows they have 350 patents in Solar Technology thats reduced for them the capabilitile to make a solar cell from 76. Thats why we are down to a nickel for solar cell. Right. Einhorn coming on the board and i think with the leadership capabilities and Cost Reduction capabilities theyve got in the short term, theyre going to be the number one player in the solar market over the next year i will say first solar. You have to go with the best of breed. I read real money and shes been chronicling this. I dont get confidence from einhorn at all. I have no confidence in the balance sheet. Im sticking with first solar which will go down because all stocks are going town. But i think less than sun edison. Kevin in california. Kevin. Caller thanks for taking my call, jim. First of all, love your book. Thats a must read for any investor. Oh, thank you. Caller love it, love it. My question is whole foods. Yeah. It basically says none of the things they are doing are taking root. I think the stock is cheap but there are a ton of very cheap stocks. Remember, the company is buying back stock. Today it broke the 30 level and hit the 28 level. If its hit again the 25, 26, i think you have to take a half position. It could go lower, but geez, the stock the company has incredible sales per square foot. I dont believele that management will remain stymied. They are too good. Will in florida, please. Will. Caller jim, thank you. Time warner inc. , twx. Unusual activity in the february, april 75 calls. Who will take them out . Theyre a sitting duck. All right, now, we are doing the exact opposite. We are not recommending this on a take cover basis t. Company has been buying back stock. It is not expensive on 2017 numbers. To not buy this for a takeover. Buy it because jeff buqus who is versus batman . Sign me up phyllis in pennsylvania. Phyllis. Caller hello, mr. Cramer. Hi. Caller my question pertains to Morgan Stanley. Why is it continuing to trade around its 52week low and how long do you expect this to continue . This market has turned on the financials in a way i find shocking. Goldman sachs is down so much below book value jpmorgan reported an amazing quarter, stock at 55. This group is in a world of hurt. So i think Morgan Stanley is trading roughly with them, maybe a little bit worse. I think it is unfair. You know what though . Youre getting in front of a genuine buzzsaw if you buy a financial now. One day it will change, but not right now. Are these filled with quinoa . I can have them on my cleanse. I just have to get rid of the bread and cheese inside. From a happy meal to a happy portfolio, congratulations to steve easterbrook. This is an example of a ceo who knows how to unstrangle a company. From cot nel to kleenex. Kimberly clark is probably in your home. The stock is missing. Time to buy or stay away. Then winter boots to down jackets, Columbia Sportswear can protect you from the elements. As the east coast digs out of winter storm jonas i will see how the storm impacts the stocks. And etsy cant craft a turn around. Whats next for the online goods emporium . I will investigate. Stick with cramer. Announcer dont miss a second of mad money. Follow jimcramer on twitter. Have a question . Tweet cramer, madtweets. Send jim an email to madmoney cnbc. Com or give us a call at 1800743cnbc. politely wait, wait, wait you cant put it in like that. You have to rinse it first. Thats bakedon alfredo. Bakedon . Its never gonna work. Dish issues . Trust your dishwasher with cascade platinum. It powers. Through. Your toughest stuckon food. Better than finish. Get fastacting, longlasting relief from heartburn with it neutralizes stomach acid and is the only product that forms a protective barrier that helps keep stomach acid in the stomach where it belongs. For fastacting, longlastingvvrelief. Try gaviscon. What do we do with the stock of kimberly clark, the household stock. The stock has been holding up market. This is exactly the kind of company you want to own if you believe we are headed into a slowdown. Kimberly clark reported this morning and the shares went down 4. On what was widely perceived by some, not me, as disappointing numbers. Was the quarter that bad . One cent earnings miss. Weaker than expected revenues that declined by 6 year over year but that decline was to the super freaking strong dollar. Clark sales to take a hit it was a stellar 5 . The problem is this was the quarter where the market and stock and the currency figures only cares about the headline because the strong dollar seems here to stay. Do we use it as a buying opportunity with the 2. yield . Do we get more cautious . Lets check in with tom faulk to find out where the company is headed. Good to be with you again. All right, tom. I went through every piece of research other than a couple of line items in latin america and maybe some of the professional division. I thought it was a blowout quarter. Maybe you can tell me what others are saying. This is what i want from a company. I thought this was a solid quarter as well. Our organic top line was 5 with 4 volumele. For the year thats the best volume performance we have had since 2007. We have great momentum in russia, brazil. We are winning in the local markets. But to over come that and deliver absolute Earnings Growth while returning cash to shareholders was a good performance. We can focus on brazil, a troubled place. People worried about china. You say the year of the monkey in china is a good year for explain that. Monkeys are viewed as clever. The chinese will occasionally try to position in good years. Monkey is one. Dragon is the best. If you are in the mode of picking a birth year, monkey is one of them. We could see more live bits in china this year which is great for the diaper business. You have a category opportunity, 3 to 4 on averagele. That would be a nice acceleration. And we are going into more cities. We started last year at 105 cities, finished at 115. Well be at 130 cities by the end of the year. We have lots of Growth Opportunities in china. Okay. We are trying to get people to think longterm which is how you should own kimberly clark. Im struck that you are focused on the u. S. Birthrate which after the Great Recession is starting to tick up. We are seeing a slight up tick, Consumer Confidence is better. The jobless rate continues to stay low. So all of that factors into more confidence about expanding the size of your family. We are encouraged by that as well. We all know energy is coming down back to 29 today. It wasnt clear from the Conference Call or your statements exactly when you will get a nice boost from that. But its obviously not a headwind for you that energy comes down in price. No. We dont use a lot of direct oil. We use a lot of polymer, polypropylene, polyethylene, derivatives. Well see lower costs for super absorbent and adhesives that are oil based. Polypropylene is tougher because the u. S. Market is tight on capacity. Oil is lower but we wont get the full benefit of that. We are seeing pulp prices lower year on year. Again, the pulp guys are mostly outside the u. S. In selling dollars. A strong dollar gives them a big boost in local currencies. Generally we should see a just because i dont want to be pollyanna, jpmorgan does Good Research on you and says organic top line for professional divisions missed jpmorgans number by a hundred basis points and 400 respectively. Disappointing results in professional. How do you get the numbers turned around . Professional, we look at it for the year, jim. For the year, we had a couple of points of organic top line. It was a little weaker in the Fourth Quarter. Different causes. In the u. S. Distributors took inventories down. Our sellthrough was at better levels than that. Markets like brazil which is big for us, their rc and gdp declined having an impact on overall levels of employment and business activity. A mixed bag. But we have a strong franchise and expect to see that continue to progress in 2016. At the same time, you know i have been recommending your stock for ages since 1986 when i we love it. Its been 30 years i have been telling people to buy your stock. Its done well and the reason is you have tremendous cash generation and you also like to return the money to shareholders. This seemed an incredible 12. 7 year over year cash operation which your board decide it is dividend. This has to auger well for your return of capital to shareholders. I try to remind the team, its their money. We run the company for the benefit of shareholders. They should get a benefit from it. Yes, we believe in a strong dividend. We have paid a dividend more than 80 years and increased it more than 40 years. Well do it again in 2016. We have a strong Buyback Program as well as we have excess cash beyond what we need to invest in capital spending. That return of cash to shareholders is a fundamental about us. The best thing people can say about us is we are investorfriendly. We try to live up to it. Job. Thank you very much for coming on mad money. It means a lot to us. Appreciate it. Thank you, jim. Tom falk of kimberly clark. Stock was down 3 . If its hit again, what can i tell you . This is a place where you start guy buy ago position. Dont be a flipper, a trader. Be an owner. Mad money is back after the break. Le. cell phone rings where are you . Well the squirrels are back in the attic. Mom . Your dad wont call an exterminator. Can i call you back, mom . He says its personal this time. If youre a mom, you call at the worst time. Its what you do. If you want to save fifteen percent or more on car insurance, you switch to geico. R its what you do. Where are you . R its very loud there. Are you taking at zumba class . Lets get these dayquil liquid gels and go. But these liquid gels are new. Mucinex fast max. Its the same difference. This one is max strength and fights mucus. The only cold and flu liquid gel thats maxstrength and fights mucus. Lets end this. Olay total effects a skin transformation that rivals the leading Department Store moisturizer. Revives skin to fight 7 signs of aging. With olay, you age less, so you can be ageless. Olay. Ageless. Lilly. She pretty much lives in her favorite princess dress. But once a week i let her play sheriff so i can wash it. I use tide to get out those week old stains and downy to get it fresh and soft. You are free to go. Tide and downy let it snow, let it snow, let it snow. I mean, who needs to go to davos for snow . For months now until this very weekend pretty much every retailer under the sun was getting pummelled because the weather was so warm they couldnt move their winter apparel. As the east coast now digs out from one of the worst blizzards in recent history we have to ask if thats changed. Suddenly its cold and some of us need to deal with two or three feet of snow on the ground which begs the question is there a decent way to play wint storm jonas or is it just a pain in the neck or the back that may have ruined your weekend . Conventionally you can play it with home depot because they selle shovels. I think the despot is too big to be pigeonholed. Uggs has been too unreliable. You could go with deckers but it looks like north face isnt selling that well. It is trapped in the conventional Department Store channels. Go with a snowmobiler maker like polaris. No they have been proven to be very bad at forecasting. Where does that leave us . The i cant take this. I have to keep it together. As soon as the show is over we thats the big budget we have. Our davoslike budget. Columbia sportswear, colm, the familyrun company led by tim practically a one stop shop for your winter needs. Columbia is a house of brands including montreal, mountain hardware, sustainable yoga and climbing apparel. They have amazing technology. This stock does work as well as sorrel boots and columbia brand. Oh, boy, does the wife love her boots. She looked great in them as i watched her dig out the front steps and i cheered because i have a bad back. Now this Company Report this is week and a half. Of february. I dont expect anything particularly great though they have been stuck in a horrible sell