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In the early 1990's McDonalds, the long-time leader in the fast food wars faced a crossroads situation. Domestically, sales and revenues were flattening as competitors influenced the market. McDonalds encountered new challenges, in addition to its traditional competitors ? Burger King, Taco Bell & Wendy's.
Going back to the early 1940's, where Ray Kroc was so impressed by 2 brothers, who had opened a burger restaurant that relied on standardised preparation to maintain quality ? The Speedee Service System. McDonalds used controlled experimentation to maintain the McDonalds experience, simultaneously expanding the menu appeal to a broader range of consumers...
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