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Big Mac Generation Faltering?

According to a report on Bloomberg, McDonald's Corp. expects the December quarter to be its first quarterly net loss since the world's largest hamburger chain went public in 1965. This outcome is due to costs to close restaurants and falling sales. The report goes on to discuss price cutting effecting a number of fast food groups such as Wendy's and Burger King.

Could this be sign of a shift from the convenient and economically restauranteuring of the 1980's onwards in the western (and eastern world)? The baby boombers and their children who dined out on Bigs Macs and cut their teeth in the workforce flipping burgers, may now be making way for the more upmarket parents of the 2000's seeking al fresco dine out excursions of the lifestyle TV variety.

Posted Wednesday, 18 December 2002


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