The Golden Arches shine in hard times

08/14/2009 | Slate

The recession has been good to McDonald's, Daniel Gross writes. Part of their success comes from peddling cheap eats during hard times, but that's not the whole story, Gross writes. The company has also made great strides in emerging markets where, "McDonald's is an aspirational brand, identified with middle-class, Westernized consumerism."

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