Word: archness
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Dates: during 1990-1999
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...worldly and naive, where flaws--the crooked nose and crooked teeth she is so proud of--only betray an uncommon beauty. Then there is the improbable match of slender youth and that voice--an astonishingly versatile instrument ranging from soul-shattering yodels to the most eloquent of whispers to arch Cole Porter-ish recitative...
...helped lift the brand's supermarket sales 12% since January. Says Scott Donaton, executive editor of Advertising Age: "Fallon likes to take the status quo and just shake the hell out of it." But being risky doesn't necessarily mean being effective. Fallon's work for McDonald's Arch Deluxe featured kids frowning at the prospect of an "adult" hamburger. So too did the grownups. The burger bombed. McDonald's parted company with the upstart and picked a new agency: Leo Burnett, big, conventional and in downtown Chicago...
...still the king of convenience--nobody runs a better fast-food operation than Mickey D--but it has become vulnerable, outflanked on such factors as price and taste. It's having a hard time playing ketchup. Campaign 55 was designed to address pricing, and last year's Arch Deluxe introduction the food issue; neither has gone according to plan...
...more they worry about food quality. "McDonald's got obsoleted on their food," says Malcolm M. Knapp, a food-industry consultant based in Manhattan. "For a long time, it was good enough to be consistent and clean. Now America wants taste." That was the idea behind the Arch Deluxe, which the company unveiled last year after extensive testing, promoting the product as a burger for grownups. It bombed. Arch Deluxe failed to deliver on the taste front. Says franchisee LuAnn Perez, one of the company's harshest critics: "We were going to make a sign that said...
...virgin country, obtaining a franchise was a ticket to a fast-food fortune. Says a winner in Georgia, who insisted on anonymity: "You see a lot of affluence, and you think it's waiting for you when you grab the keys." But as competition stiffened, a set of Golden Arches has become less golden and more arch. The average franchisee owns 3.4 stores, each of which generates about $1.5 million in sales. With profits falling, though, the resale value of a store is half that of three years ago, according to the consortium's Adams...