McDonald's Corp., Oak Brook, Ill., told franchisees at its biennial global convention it will pay up to 50% of the purchase cost of the new $25,000 "Made for You" cooking system designed to improve the taste and quality of the chain's food. Of 13,000 McDonald's domestic units, 85% are franchisee-owned. The offer won praise from franchisees. McDonald's hopes to have the "Made for You" system in place chainwide within the next 18 months. It is unclear whether "Made for You" will be the slogan when the new system is promoted, but McDonald's said whatever is used will dovetail with its current "Did somebody say McDonald's?" theme from DDB
Needham Worldwide. Separately, the company said it also is examining more McDonald's-branded products, including cookies and bottled water.
Copyright March 1998, Crain Communications Inc.