McDonald's Launches Next Step in Brand Refresh - AdAge
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January 9, 2015
January 8, 2015
January 7, 2015
January 5, 2015
Chipotle Has a Direction - McDonald's Has Several

Sam Oches, the writer of this article, tweeted "McDonald's, Chipotle,
and a tale of two brands heading in opposite directions".
Heck, McDonald's, with "Menu Simplification" and "Build-A-Burger"
is all by itself headed in opposite directions.
QSR Magazine reports
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