McDonalds New Campaign Is The Appearance of a Good Start

About five or six months ago I sat in a meeting here at Businessweek and said,
David Kiley

About five or six months ago I sat in a meeting here at Businessweek and said, " You know, we ought to do a story about McDonald's and how I imagine they are re-thinking its whole business model and culture right down to the bones of the company in the face of the obesity issues surrounding children." Sadly, the story didn't catch fire around here. But I believe the campaign McDonald's kicked off this week is not an end of the beginning of a process, but rather the beginning of a much deeper make-over at the fast-food company than just offering a few new healthier products and ads about fitness.

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