McDonald's plan to roll out a proprietary TV channel at about 800 restaurants in California next spring is aimed at encouraging more customers to stay and dine, and perhaps go back for seconds or dessert. Brand strategists disagree on whether in-store TVs fit with the more upscale image the chain is going for, but they agree that people eat more when they're watching. "Sports bars have been doing this for years," said one strategist.

Related Summaries