McDonald’s – repositioning for a global future

 (do I fit for this kind of work?)

Asked to suggest an example of a truly global company, most people would suggest Coca-Cola or McDonald’s.

 

McDonald’s is a good example as it claims to serve 46 million customers every day in 118 countries, but being global does not guarantee success. In the last quarter of 2002McDonald’s made a loss for the first time in its 48-year history.

 

Where might it be going wrong? Chairman and Chief Executive Jim Cantalupo came out of retirement to shake up the operation. His first response was they should do fewer things but do them better, and concentrate on getting the existing business right.

 

The store-opening programwas cut from 1000 in 2002 to fewer than 400 in 2003.

 

Early days and dash for growth