Word: mcdonaldization
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...only one who thinks so. After all the bad press in the early '00s - the company has been blamed, with some justification, for the global rise in obesity - McDonald's is enjoying a heady resurgence. Each day, it feeds some 26 million Americans, 2 million more than it did in 2006. In the past five years, the McDonald's Corp. share price has jumped from below $30 to above $60. (See the 10 worst fast-food meals...
...McDonald's has doubtless benefited from the weak economy - its low-cost, seemingly healthy Snack Wraps (soft tortillas filled with chicken, lettuce and cheese) are perfectly positioned to feed a nation simultaneously worried about money and fat - but the company's boom actually began in 2006, before the recession hit. A major reason was the improvement in its menu. A glowing Feb. 2 Goldman Sachs analyst's report on McDonald's is typical of Wall Street sentiments. The report says McDonald's is "stepping up investment when peers cannot" and cites the "strong new product pipeline" as a key factor...
...that internal negotiations and testing took a year. "Don't touch" was the attitude toward the Big Mac when he arrived, says Coudreaut. The fact that the top brass allowed him to remix it is both an expression of the company's faith in him and a signal that McDonald's once again feels strong enough to take risks. (See pictures of what makes you eat more food...
...rollout for the Mac Wrap began quietly in December, but by last month, when it became the subject of a major ad campaign, the Mac Wrap was in all 14,000 U.S. McDonald's. For all that, it is a strange, simple little invention. To make a Mac Wrap, you take about half the interior of a Big Mac - a single beef patty, three quick squeezes of special sauce, less lettuce, less cheese, fewer pickles, fewer onions - and wrap the software in a tortilla instead of stacking it on a sesame-seed bun. McDonald's serves the Mac Wrap...
...Coudreaut arrived at McDonald's headquarters, a sprawling, bosky campus in Oak Brook, Ill., outside Chicago. His kitchen, which is on the third floor of the main building, is the sort you would see in the back of house at an expense-account restaurant. It features granite countertops (requested by Coudreaut), a giant Wolf range that cost more than most McDonald's employees make in half a year, and a salamander, a device that professional kitchens use to brown food before serving. (See more about McDonald...