McDonald's menu diversity challenges some franchisees

12/27/2010 | Wall Street Journal, The

McDonald's succeeded as quickservice rivals struggled during the recession, adding new menu items across a range of prices, beefing up snack and coffee offerings, and launching an aggressive store-remodeling program. Some franchisees worry they may not see returns on their investments, and at least one questions the wisdom of complicating a system that's driven by keeping things simple.

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Wall Street Journal, The

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