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Burger-bashers complain that the chain destroys local traditions and promotes unhealthy eating. In response, McDonald's has adapted to local tastes. And the proverbial billions seem to like its food, even in France.
At least, until recently. Bad management and the rise of "fast casual" restaurants saw the company announce a loss and an unconvincing new strategy in January 2003. McDonald's has since staged a remarkable comeback, now led, in Europe, by a Frenchman.
How a Frenchman is reviving McDonald's in Europe
WHEN Denis Hennequin took over as the European boss of McDonald's in January 2004, the world's biggest restaurant chain was showing signs of recovery in America and Australia, but sales in Europe were sluggish or declining...
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