Word: mcdonaldization
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Bell isn't the long-shot candidate he might seem. Growing up in a blue-collar Sydney suburb, he helped out his father's travel business by playing passenger when tour buses weren't full. He got his first real job at 15 at the Kingsford McDonald's, became the youngest store manager Down Under at 19 and was managing director of McDonald's Australia by 35. Bell went on to run the company's Asia-Pacific and Europe operations before becoming COO last January...
With his interest in marketing, Bell has already helped freshen McDonald's image. He worked on the global "I'm lovin' it" ad campaign, and has pushed U.S. restaurants to revise their traditional menu in favor of more edgy offerings like premium salads and the new McGriddles. Bell's goals: "To reconnect with customers all around the world and keep the brand forever young." The approach may be working: McDonald's share price has doubled since hitting an eight-year low in March. --By Maggie Sieger/Chicago
...Staff writer Timothy M. McDonald can be reached at tmcdonal@fas.harvard.edu...
...Staff writer Timothy M. McDonald can be reached at tmcdonal@fas.harvard.edu...
...Staff writer Timothy M. McDonald can be reached at tmcdonal@fas.harvard.edu...