McDonald's Corporation: campaign 55 campaign

Robert Schnakenberg

In 1996, McDonald's, the world's biggest fast food restaurant chain, found itself in a proverbial pickle.

McDonald's Corporation: Campaign 55 campaign

Robert Schnakenberg

OVERVIEW

In 1996, McDonald's, the world's biggest fast food restaurant chain, found itself in a proverbial pickle. A tight labor market, additional costs resulting from minimum wage increases, and price pressures on raw materials sent the burger giant's operational costs spiraling upward, which in turn helped to depress profits. All this came at a time when McDonald's major rivals, Wendy's International and Burger King Corporation, were using innovative marketing strategies to eat into the Golden Arches' share of the pie.

McDonald's first attempt to arrest these trends was the May 1996 introduction of...

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