In 1995, McDonald was the largest restaurant chain in the United States, with domestic sales of nearly $ 15.9 billion. McDonald's was the fourth largest advertiser in the country, spending $ 490 million on measured media in 1995. May 9, 1996, the company introduced the Arch Deluxe, a quarter pound of hamburger, which was the first in a planned series of sandwiches targested adults. By late May, McDonald `s have sold or gave 100 million Arch Deluxe burgers. Despite this success, in the second quarter of 1996, sales in some stores, McDonald's restaurants decreased from the same quarter the previous year. Thus McDonald's faced a number of key decisions. If the Arch Deluxe burger be changed? What changes, if any, to be made in the Shoud marketing campaign? If McDonald's plans to start a fish and chicken line extensions? "Hide
by Mark Parry, Yoshinobu Sato Source: Darden School of Business 16 pages. Publication Date: Mar 03, 2000. Prod. #: UV2889-PDF-ENG
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