McDonalds 2002 Annual Report Download - page 13

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C
ustomers in
France frequent
local cafés and
bistros as much
for their ambience as for
their food. As a result, these
eateries are among our
toughest competitors.
Identifying this as an
opportunity rather than an
obstacle, we embarked up-
on a strategy to
make McDonald’s
more of a desti-
nation and are
doing so by up-
grading our dé-
cors and making our menu
more relevant.
Many of our restaurants
now feature comfortable,
inviting décors that are
better suited to the local
environment. For example,
many of those near sports
stadiums have sports motifs,
while those in the French
Alps have a distinct chalet
feel. We also have colorful,
contemporary designs that
add a touch of sophistica-
tion and individualization to
our interiors, yet are very
welcoming to families. To
date, we’ve employed eight
new designs at more than a
third of our 970 restaurants
in France, and they are
receiving rave reviews from
customers and crew alike.
We also are making our
menu more relevant to more
people. We’ve added the
Croque McDo
ham and cheese
sandwich and
the hearty
Le 280 beef
sandwich to our
menu on a permanent basis.
We even offer croissant
breakfast sandwiches at
some locations. We also
continue to create food news
with popular promotional
offerings, such as the
Chicken Country and the
Chicken Premiere sandwich.
Clearly, our strategy is
working. We have generated
positive comparable sales
and steady profit increases
in France during each of the
past six years.
11
we are making
McDonald’s a destination
in France by upgrading
our décors and making
our menu more relevant
MIDNIGHT