Word: burgers
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...becoming a nation of hamburger flippers!" cried the economists, more or less. "We're seeing the McDonaldization of Main Street!" wailed the city planners. When the anti-McDonald's griping began to heat up not long ago, it even earned a name: burger bashing. All sorts of experts wanted to attack Big Mac as a symbol of all that was wrong with America's eating habits, its mass culture and its economic development. Walter Mondale, among other politicians, criticized the hamburger chain's minimum-wage jobs as grim substitutes for well-paying blue-collar work. Nutritionists despaired over the high...
...sales of $12.4 billion) is showing that it can be far more aggressive, imaginative and socially savvy than almost anyone has given it credit for. McDonald's is now trimming the fat and shaking the salt from its food, installing sleek outlets in U.S. airports and hospitals, taking its burgers to such far-flung locales as Yugoslavia and Guam and serving as a leading U.S. employer of minorities and the elderly. Thanks to its current vitality, McDonald's is maintaining its growth while such rivals as Burger King and Wendy's appear to be slowing down...
...million tickets will be given out and $40 million in prizes awarded. And last week the corporation, which is based in Oak Brook, Ill., and takes pride in its all-American image and the exploits of its millions of alumni, practically burst with delight when one of its former burger flippers, Keith Smart, became the game-winning hero for Indiana in the N.C.A.A. basketball final...
...golden arches stand tall over the competition in the huge fast-food industry, which rang up sales of $50.5 billion last year. McDonald's market share: 19%, in contrast to Burger King's 9% and Wendy's 5%, according to Analyst William Trainer, who follows the industry for Merrill Lynch. While the other hamburger chains posed fast-growing threats to McDonald's in past years, the rivals now have generally turned down the heat on their expansion...
...major reason for McDonald's dominance is the company's huge advertising budget, which amounted to an estimated $700 million last year, far more than its next two competitors combined. Burger King stumbled during the past year with its nerdy "Where's Herb?" campaign, while Wendy's has been unable to follow up on the success of its faddish "Where's the Beef?" commercials. But McDonald's made a big impression once again with commercials portraying the chain as a caring institution. "We spend a bundle trying to stimulate good feelings about the company. We don't knock our competitors...