DURST: McDonald's

Recently the McDonald's Corporation did some internal taste tests which showed its burgers rated behind Wendy's and Burger King, so they ordered some changes. Incredible as it may seem, the giant food company is fast tracking alterations in the preparation of their menu items that, if successful, may alter the very nature of how American businesses work.Some of the startling schemes purportedly on the drawing board -- hold on to your hats -- are using less salt in the ketchup, and adding more pepper to the meat. This bold experiment is just another example of the vision and flexibility needed to survive in the current economic climate when faced with perpetually revising market forces.Some experts anticipate McDonald's daring demonstration will trigger a stockholder revolt, yet other long time fast food watchers, or "foodies", are betting this aggressive pre- emptory strike will cut deep into competition share. Industry analysts already are monitoring responses from competing burger houses that hold the promise of transforming American eating habits the way fire did our subanthropoidal ancestors. Edible buns and pickles thicker than a sheet of onion skin paper are reportedly in the works but the rumor of adding actual dairy products to the milk shakes which caused a ten point drop in the stock of the corporation in question has been vehemently denied by an official spokesman. These developments are further proof the luster on American corporations has not yet dimmed.Will Durst, however, is dimmed.


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