McDonald's

McDonald’s Down Under

The last seven years for U.S. quick serves have been a rollercoaster, to say the least. Economic fortune and rising sales peaked in 2007 before the bottom dropped out with the recession in 2008.

But the last seven years for McDonald’s Australia, vice president and director of communications Kristene Mullen says, have been an “amazing journey.”

“McDonald’s Australia is doing very well in these tough economic times, and I think it’s because of a combination of a number of things,” Mullen says.

The Value Equation

In March of 2008, Subway launched a value deal nationwide that already had explosive success in a number of the chain’s South Florida stores. The introduction of the $5 footlong deal across the U.S. was intended to be an answer to the $1 value menus of industry standard-bearers such as McDonald’s and Wendy’s and a new direction for the brand in the wake of its advertising success with Jared Fogle.

Hot Spot

It’s 9 p.m. on a Friday in Hillsborough, North Carolina, and the Cedar Ridge Red Wolves just won their men’s basketball game. Naturally, just as they do with every other home game, most in attendance migrate down the road toward the town’s Bojangles’.

Tommy Haddock, owner of the store, says the crowd is business as usual, as the Bojangles’ is also overrun on Friday mornings before school, when the local high school students stop by to grab breakfast before first period.

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