• Building a Better Burger (Or Trying To)
• Further Reading
• Creative Franchisees
• Further Reading
• The Best TV Buy Ever Made
• Further Reading

1 Kroc Dr.
Oak Brook
Illinois
60521
USA
tel: (708)575-3000
fax: {708)575-6147
website: http://www.mcdonalds.com

Overview

From the 1950s to the 1990s, McDonald's USA stood largely unrivaled as the preeminent American purveyor of fast-food hamburgers. Not that it had not faced its share of challenges, however. In 1996 McDonald's responded to one...