New $1 Menu Ads Break Next Month Starring Donald Trump

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CHICAGO ( -- McDonald's Corp.'s U.S. franchisees approved plans to launch a national value menu backed with additional ad dollars and a store remodeling and rebuilding program, the company said.

Of the ballots returned, 98% of the franchisees voted yes, the company said.

"Our value campaign, service and other initiatives will be heard loud and clear by customers," Jack Greenberg, chairman-CEO of McDonald's, said in a statement.

The turnaround plan

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includes a $1 billion remodeling and rebuilding program to be completed by 2004, a national value menu that hits stores by next month and a $40 million increase in national franchisee advertising.

On Oct. 4, the chain will break the first $1 offers for its Big N' Tasty and McChicken sandwiches with TV commercials from Omnicom Group's DDB Worldwide, Chicago, starring real estate mogul Donald Trump. Spots for the full eight-item Dollar Menu break Nov. 1 and may include other celebrities.

McDonald's did not return calls seeking comment. DDB referred calls to McDonald's.

Wall Street unimpressed
Wall Street analysts were unimpressed with the plan and forecast lower earnings for the chain, which reports its third-quarter results Tuesday. McDonald's stock fell to a seven-year low this week, dropping below $20 before recovering slightly today.

Separately, No. 2 chain Burger King this weekend breaks national TV for its 99-cent BK Value Menu from its agency, Interpublic Group of Cos.' Deutsch, New York.

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