Summaries

When writing your speech about McDonald’s and the company’s current problems, it is important to pay attention to the sources in your exam set. You are asked to use four short videos and three texts about McDonald’s and the company’s issues and strategies for the future. In what follows, we will summarize each source and discuss the issues they present.

Source 1: “McDonald’s: Archenemies”

  • Author: McDonald’s
  • Genre: Video (Brand Campaign)
  • Year of Publication: 2015

In 2015, McDonald’s has launched a video meant to help the company give a fresh view to the brand.

...

Source 2: “McDonald's hopes to improve sales with fresher menu”

  • Author: Fortune
  • Genre: Video
  • Year of Publication: 2014

The video was published in December 2014 on the website of Fortune.

...

Source 3: “McDonald's expands custom sandwich option”

  • Author: USA Today
  • Genre: Video Report
  • Year of Publication: 2014

Bruce Horovitz, a reporter for USA Today, tests McDonald’s new menu called “Create Your Taste”.

...

Source 4: “Fallen Arches: Can McDonald's get its mojo back?”

  • Author: Fortune
  • Genre: Video
  • Year of Publication: 2014

The video presents Beth Kowitt, writer for Fortune magazine, discussing  the fall and eventual rise of McDonald’s.

...

Source 5: “McDonald’s Sales Are (Still) in a Slump”

  • Author: Bloomberg Businessweek
  • Genre: Article
  • Year of Publication: 2014

The article was written in 2014 by Vanessa Wong for Bloomberg Businessweek.

...

Source 6: “McDonald's latest recipe to reverse declining sales: More lovin'”

  • Author: Fortune
  • Genre: Article
  • Year of Publication: 2015

The article was written by Tom Huddleston in 2015 for Fortune magazine.

...

Source 7: “McDonald's Is Making 4 Changes To Get You To Eat There Again”

  • Author: Business Insider
  • Genre: Article
  • Year of Publication: 2014

The article was written by Ashley Lutz in 2014 for Business Insider.

...

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