Industry News | September 13, 2002

McDonald’s Owner/Operators Approve New Business Plan

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McDonald's U.S. owner/operators have overwhelmingly approved a comprehensive U.S. business plan featuring value menu, national advertising, and restaurant enhancements.

The plan, which was endorsed by owner/operator leadership at a meeting last week in Las Vegas, won final approval yesterday with a 98% "yes" vote, following balloting this week by McDonald's independent franchisees.

McDonald's first national value strategy in seven years features national advertising of two premium sandwiches - the Big N' Tasty and McChicken - for $1.00 each starting October 4th, followed by national advertising of an eight- item "Dollar Menu" on November 1st.

The U.S. plan also includes investments for restaurant improvements that enhance the customer experience. These investments will be used for mutually agreed upon restaurant projects including new signage, improved drive-thrus, or restaurant remodeling or rebuilding.

The comprehensive U.S. plan also includes initiatives to improve the customer experience, including improvements to the team service system, training and aggressive menu introductions.