Industry News | July 11, 2000

McDonald's Takes Tour of Changes

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On June 29-30, McDonald's highlighted some of its latest initiatives on several fronts, highlighted by the June 30 introduction of a new tagline: "We love to see you smile." Salomon Smith Barney reports that the following items were featured on the tour.

  • McDonald's is testing fresh-baked cookies in at least 100 units in the West. The cookies, priced three for $1, are available in chocolate chip, sugar, and oatmeal varieties.
  • McMagination—an interactive game kiosk—isbeing tested in 16 units, with a limited national rollout slate for July. Free games will be offered to youngsters and those young at heart.
  • The Big N' Tasty burger—a quarter-pound patty with lettuce, tomato, and mustard—is currently being tested in the Albuquerque, Denver, and southern Colorado markets.
  • Franchisee Geta Asfaw of the Denver area has enjoyed a rise in sales from $1.4 million in 1999 to $2.5 million following a rebuilt restaurant. The rebuilding includes "native plants such as elderberries, hawthorns, and junipers incorporated into the landscape," according to the Rocky Mountain News.