MacDonalds to change its Name

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    On any given day, about one-quarter of the adult population of the US visits a fast food restaurant.
    In 1970, Americans spent $6 billion on fast food; they spent more than $110 billion in 2000.
    Americans now spend more money on fast food than on higher education, personal computers or new cars.
    McDonalds runs 28,000 restaurants worldwide, opening nearly 2,000 new ones annually.
    McDonalds hires about 1 million employees each year - more than any other private or public organisation in the US.
    One of every eight American employees is estimated to have worked at McDonalds at some point in their life.
    McDonalds is the largest owner of retail property in the world.
    McDonalds spends more on advertising and marketing than any other brand.
    McDonalds is the US's single largest purchaser of beef, pork and potatoes.
    McDonalds is the US's second largest buyer of chicken.
    McDonalds is one of the world's largest distributor of toys.
    How does Australia compare?
    Australians spend 30% of their food budget on takeaway or dining out.
    In 1999, Australians spent $4 billion on fast food.
    In 2000, the total sales by McDonalds in Australia was $1.7 billion.
    McDonalds has 715 restaurants in Australia, with 60% of them opened since 1990.
    In 2000, McDonalds Australia purchased 89,000 tonnes of potatoes.

    A little known fact is that McDonalds has decided on a world wide name change to enhance its brand recognition. As of February 15 2003, the fast food outlet will become "McGuires".

    "It's all about brand recognition," said president Ronald McDonald-McGuire. "Our research showed that only 96 per cent of the world's population knew the name 'McDonalds' and-or knew the big 'M' symbol. By contrast, 100 per cent of our surveyed audience, from China to Rwanda to Wales to Nauru, knew Eddie McGuire."

    The chain will now feature a Magpie, a dollar sign and Eddie McGuire's smiling face outside every restaurant. Sales are expected to quadruple, at least.

    New features will include the Eddie Burger (slogan: "Chock full of ham and cheese!"), the Millionaire Burger (slogan: "Who wants to eat a Millionaire"), the Magpie Burger ("I'll break noses to get you to eat this one!") and the Omnipresent Burger ("Too much Eddie isn't nearly enough.")

    The new look McGuire restaurant will make its public debut in the Melbourne suburb of Broadmeadows. "Not many people know this, but that's where Eddie originally came from," Mr McDonald-McGuire said.

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