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A.
When Denis Hennequin took over as the European boss of McDonaldrsquo;s in January 2004, the worldrsquo;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 grouprsquo;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-globalisersrsquo; favourite enemy operates.
B.
So far Mr Hennequin is doing well. Last year European sales increased by 5.8% and the number of customers by 3.4%, the best annual results in nearly 15 years. Europe accounted for 36% of the grouprsquo;s profits and for 28% of its sales. December was an especially good month as customers took to seasonal menu offerings in France and Britain, and to a promotion in Germany based on the game of Monopoly.
C
Mr Hennequinrsquo;s recipe for revival is to be more open about his companyrsquo;s operations, to be ldquo;locally relevantrdquo;, and to improve the experience of visiting his 6,400 restaurants. McDonaldrsquo;s is blamed for making people fat, exploiting workers, treating animals cruelly, polluting the environment and simply for being American. Mr Hennequin says he wants to engage in a dialogue with the public to address these concerns.
D.
He introduced ldquo;open doorrdquo; visitor days in each country which became hugely popular. In Poland alone some 50,000 visitors came to McDonaldrsquo;s through the visitorsrsquo; programme last year. The Nutrition Information Initiative, launched last year, put detailed labels on McDonaldrsquo;s packaging with data on calories, protein, fat, carbohydrates and salt content. The details are also printed on tray-liners.
E.
Mr Hennequin also wants people to know that ldquo;McJobsrdquo;, the l
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