March 8, 2012

Changes to McDonald's Dollar Menu Divulged

Neil Golden Blabs About Marketing Plans

Golden is obsessed with getting his name in the news but why would
McDonald's top marketing guy discuss a major menu change three
weeks ahead of the launch?

1)  McDonald's Operators are more and more doing their own thing
     with the Dollar Menu and management is desperate to make any
     changes look like they are "Oak Brook Driven".

2) Operator comments from our last survey (published in January) are
     still causing ripples in the media.

3) Management has a major investor conference with UBS next week.
    They know there will be a lot of questions about margins and commodities.

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