McDonald's

Founded in 1955, McDonald's built its success less on the taste of its food than on rock-solid standards and unfailingly good service (instilled during rigorous employee training). A web of alliances with other top brands and an energetic defence of its trademark cemented its position as the world's biggest fast-food retailer.

With restaurants in over 100 countries, McDonald's is also a symbol of American-led globalisation. Burger-bashers complain that the chain destroys local traditions and promotes unhealthy eating. In response, McDonald's has adapted to local tastes. And the proverbial billions seem to like its food, even in France.

At least, until recently. Bad management and the rise of "fast casual" restaurants saw the company announce a loss and an unconvincing new strategy in January 2003. McDonald's has since staged a remarkable comeback, now led, in Europe, by a Frenchman.

How a Frenchman is reviving McDonald's in Europe

WHEN Denis Hennequin took......

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Title: Mc Donalds And Big Mac Index
Approximate Word Count: 3927
Approximate Pages: 16 (250 words per double-spaced page)

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