TITLE

McDonald's

AUTHOR(S)
Kramer, Louise
PUB. DATE
December 1999
SOURCE
Advertising Age;12/13/1999, Vol. 70 Issue 51, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the marketing strategy of Mcdonald's Corp. the formula is more than a clever product idea such as Happy Meals or emotion-packed TV commercials. What sets it apart from other consumer product marketers are its outlets at seemingly every American crossroads, and in more than 100 foreign countries. McDonald's begins 2000 with an entirely new cooking system that is aimed at beefing up food quality. The once-insular chain also has three brands to grow: Donatos, a pizza chain; Chipotle Mexican Grill, an upscale Mexican concept; and Boston Market, a chicken chain. McDonald's announced plans to acquire the chicken out of bankruptcy earlier this month.
ACCESSION #
2582259

 

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