Happy meal
How a Frenchman is reviving McDonald's in Europe
WHEN Denis Hennequin took over as the European boss of McDonald's in January 2004, the world's biggest restaurant chain was showing signs of recovery in America and Australia, but sales in Europe were sluggish or declining. One exception was France, where Mr Hennequin had done a sterling job as head of the group's French subsidiary to sell more Big Macs to his compatriots. His task was to replicate this success in all 41 of the European countries where anti-globalisers' favourite enemy operates.
This article appeared in the Business section of the print edition under the headline “Happy meal”
From the January 27th 2007 edition
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