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...
McDonald's, Burger King and the rest rely heavily on fatty acids to fry their wares. This is not entirely bad. Fatty acids are the building blocks of dietary fats, an essential part of the human diet. Dietary fats contain a mixture of saturated and unsaturated fatty acids (the difference: saturated fats carry a full quota of hydrogen atoms in their chemical structure, and unsaturated fats do not). Such products as tallow, lard and butter are saturated fats, whereas those like soybean, canola, olive, cottonseed, corn and other vegetable oils are unsaturated. Saturated fats are associated with increases...
...happening online too, as marketers look for alternatives to banner or pop-up ads. Some firms, such as Honda, IBM and Burger King, are turning to start-ups like YaYa to create "advergames"--online games that include a subtle or overt commercial message--to grab Web surfers' attention. And with the help of New York City software company ActiveBuddy, marketers such as Elle magazine and Capitol Records have created branded interactive agents that can chat online, provided that the Web surfers initiate the conversation...