Re-establishing value to drive sales
(Continued from page 1) In the United States, McDonald’s adjusted its marketing in the fourth quarter to de-emphasize the Extra Value Menu and shift that focus back to the Dollar Menu. “We needed to re-establish value … and we did that in 2012,” Thompson said. “As we move into 2013, we need to take it to the next level with our menu and secure more customers, but we need to make sure we don’t price ourselves outside people’s ...
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