McDonald's in crisis: can it fight off the Five Guys threat?
by Rupert Neate in New York from on (#88ND)
New British CEO Steve Easterbrook set to unveil turnaround plan to bring back lost customers and profits as rivals muscle in on burger market
Last weekend Steve Easterbrook, the new British chief executive of McDonald's and lifelong fan of the less-than-glamorous Watford Football Club, celebrated as his team secured promotion back to the Premier League after an eight-year absence. "Incredible achievement. Great run-in under pressure. Faultless," he tweeted before turning back to his own personal challenge: How to resurrect the world's biggest burger chain.
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