There are so many chinks in McDonald's armour that nothing short of re-inventing the brand will save it over the long term, says Simon Williams, of Sterling Group, a new York-based business consultancy.

The company has decided to slow down its relentless expansion and Jack Greenberg, chief executive, is pushing a recovery plan which calls for the company to spend more than $400m over the next two years to remodel more than half its American restaurants.

Bob Sandelman, author of a survey in the United States that placed McDonald's bottom of 77 different eating chains across a range of categories, said it was not impossible for the burger chain to turn perceptions around but it would be a long and costly road.
The Observer 20/10/02 page 20