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Keeping Up with the Burgers

Matthew Gwyther, editor of Management Today, looks at how McDonalds in the UK is trying to present a new image to customers while maintaining its dominance of the burger market.

McDonalds has long dominated the burger market and continues to do so in the UK. But the US owned, giant fast food chain is in the midst of a make-over. Posher burger chains are springing up everywhere and McDonalds is now offering table service and new-look restaurants. Matthew Gwyther, Editor of Management Today, asks how and why McDonalds feels the need to present a new image to its customers and whether it will work in today's health conscious society.

Producer: Caroline Bayley.

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30 minutes

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