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FEATURE23 October 2017

Key takeaway

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Features Impact Innovations Leisure & Arts Mobile

McDonald’s has recently introduced changes to its restaurants, some of which have had surprising consequences, as Victoria Hodson, its vice-president of business strategy and insight, explains to Jane Bainbridge.

McDonald’s is a brand that engenders as much criticism as it does love. Over the years, it’s gathered more than a few negative headlines. From the ‘McLibel’ case in the 1990s, when it took two environmental activists to court, ...