McDonald’s Corporation: Regilding the Golden Arches

McDonald’s Corporation: Regilding the Golden Arches

  • Case
  • Teaching Notes
Abstract

Faced with its first quarterly loss in company history, McDonald’s corporation enacted a strategy to improve its declining profitability. Unfortunately, McDonald’s profitability problems were multi-layered and required the company to reevaluate both its current business model and strategy. Links to obesity, negative customer perceptions, and decreased same-store sales were all to blame for the current situation. For a successful turnaround, McDonald’s must recognize its inefficiencies and devise an integrated operational and communication plan to reverse its slide.

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