Sources close to the burger giant expect advertising to switch away from ethnic menus and one-off promotions toward more consistent messages about famous products and friendly service.
"It will spend time focusing on core equities, such as the Big Mac, and efficient, pleasant service," said a source.
The news follows a recent third-quarter trading update, which revealed falling US sales and disappointing growth in Europe. Corporation president Jack Greenberg said: "(European) retail sales have slowed. In addition our marketing messages in these countries did not resonate as well with consumers as we had hoped. Therefore we are making adjustments."
- Feature, page 22.
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