The Rise and Fall of the McEmpire

Marketing efforts of the past several years have focused on McDonald's Dollar Menu. Granted, the economy indicates that consumers should be price-sensitive. But, that seems to assume that there are no QSR competitors with "value" offerings. And of course, today many fast-food chains have such menus. Which leaves us again to consider food quality and taste.
Perhaps more significant is McDonald's announcement in December of a planned "reformulation" of its beef. I'm not certain what's involved in beef "reformulation," but there's probably a lot of taste testing involved. In the spring of 2003, all new sandwich buns are also expected to arrive.
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