McDonald's

One on One with Jim Skinner

Since taking over the burger giant, which now has 32,000 restaurants worldwide, CEO Jim Skinner has restructured McDonald’s, redesigned the restaurants, and revolutionized the menu. Aside from the addition of premium coffee offerings, McDonald’s menu also features healthier choices such as Fruit & Walnut Salads and Chicken Wraps. Skinner also earns high marks for offering better value and improved marketing.

His winning strategy, christened the Plan to Win, focused all team members’ attention on improving service, food, and ambience and not necessarily on opening new stores.

The Renovation Rush

Four years ago, the winds of change moved Scott Gittrich, an experience that the Toppers Pizza CEO is appreciative for these days as his Wisconsin-based pizza chain pushes into a new decade with promise and purpose.

While working with an advertising agency, Gittrich and his Toppers leadership team noted their success with teens and twentysomethings, a revelation that sparked a multiyear plan to renovate existing restaurants and build new outlets with a more casual, youthful edge.

The Power of Free

On February 2, 2008, Auntie Anne’s hosted Free Pretzel Day at all of its U.S. outlets. For a six-hour window, consumers could enter any Auntie Anne’s location and receive a free pretzel. The promotion had some in the quick-service industry wondering what possible benefit could come from Auntie Anne’s giving away the brand’s signature item—one that many readily purchase—for free.

For those inquisitive souls, Auntie Anne’s was armed with answers.

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