Word: burgers
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...next couple of years, more than 1,000 other aging McDonald's outlets may get the bulldozer treatment, and 6,000 others could be given a face-lift. But rebuilding the company's formerly sizzling burger business in the U.S., which accounts for half its $40 billion in global sales, will be much more difficult. In July and August, revenues at its U.S. stores open for at least 12 months shrank 2.7% from the year before. The company has suffered declining profits for six of the past seven quarters and just lowered its earnings expectations for 2002. Wall Street...
...however, is not as powerful as it was, and Greenberg, who some critics say needs to go, may not have much time left to return it to its former glory. After expanding for much of the past decade, McDonald's market-leading share of the $46 billion fast-food burger industry in the U.S. has lately flattened out at around 43%. Wendy's, boasting a popular line of premium salads and a strong reputation for freshness, grew its share to 13.2% in 2001, up a point and a half since 1998, according to industry research group Technomic. (Perennial runner...
McDonald's new national ad campaign will revolve around a national "dollar value menu" that will eventually include the Big 'N' Tasty burger, the McChicken sandwich and special sizes of fries, soda, salad and various desserts. It may not strike anyone as anything particularly new, but it will transmit a unified, consistent message about a bargain. By moving away from sporadic deep discounting in favor of a permanent two-tier menu that keeps signature products like the Big Mac at the top, Mickey D's is following the model that Wendy's has successfully used to lure in penny-pinching...
...wide range of unorthodox decors, including a mountain-chalet-style store with wooden beams lining the ceiling and natural-grain wooden tables on the floor. France is one of the few bright spots in McDonald's flagging European business, and maybe that's a sign of hope. If a burger chain demonized by activists as the symbol of American imperialism and poor taste can win over the French, maybe it can rebuild its business at home. --With reporting by Matt Baron/Chicago, Leslie Berestein/Los Angeles, Desa Philadelphia/New York, Mark Schultz/Atlanta and Adam Smith/Paris
...wide range of unorthodox decors, including a mountain-chalet-style store with wooden beams lining the ceiling and natural-grain wooden tables on the floor. France is one of the few bright spots in McDonald's flagging European business, and maybe that's a sign of hope. If a burger chain demonized by activists as the symbol of American imperialism and poor taste can win over the French, maybe it can rebuild its business at home...