McDonald´s Changed

The history of McDonald´s:

Founded by Ray Kroc 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 McDonald’s 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 such as José Bové, a French activist, complain that the chain destroys local traditions and promotes unhealthy eating (see this book review). Yet McDonald’s expansion has not gone unopposed and in new markets it has adapted to local tastes. People also seem to like the food it serves, even in France.

At least until recently. Bad management and the rise of “fast casual” restaurants (such as Pret A Manger, in which McDonald’s took a stake in 2001) saw the company announce a loss and an unconvincing new strategy in January 2003. The swift and decisive replacement of McDonald’s boss, Jim Cantalupo, following his sudden death in April 2004, showed a board working at its best. Now under Charlie Bell, the world’s biggest fast-food company is making a remarkable comeback.
Source: The Economist

And the remarkable comeback story can be read in this month´s The Economist magazine: Big Mac’s makeover. Is McDonalds one small step toward helping an overweight America to slim down?

Also, don´t forget to check the Super Size Me documentary on IMDB. From what i saw in the trailer the rating of 7.8 is highly overrated…