McDonald's premium menu draws sales, earnings growth

02/20/2006 | Wall Street Journal, The

McDonald's has broken away from the herd of quickservice restaurants by selling a premium menu of more expensive, nutrition-oriented salads and sandwiches and has seen steady earnings growth for the past several years. Expanding the menu further, however, may be difficult if the selections become "confusing" for the price-sensitive and hurried consumer, said one consultant.

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Wall Street Journal, The

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