According to this article in the Media Bulletin of Brand Republic, McDonald’s continues to revamp its menu to include more healthy eating options. Charlie Bell, the company’s new chief executive, has announced that McDonald’s is prepared to modify certain elements within its system to appeal to a wide array of customers. Bell wants to “transform the restaurant chain from a burger joint into a combination of Pret A Manger and Starbucks.” According to the Brand Republic article, the company’s share of the fast-food market fell by 3% between 1997 and 2003.
Posted by franchiselawblog at September 29, 2004 05:34 PM