McDonald’s Corp.’s plans for its major markets this year will not work backwards from the bottom line despite a 5.1-percent decrease in net income in the March 31-ended first quarter, executives said. Rather, the operator or franchisor of more than 35,000 restaurants in more than 100 countries said it would use the reams of customer data in hand to turn consumer insights into drivers of top-line sales and traffic, which would mean changes to operations, menu and marketing in ...

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