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Article: The very golden arches: bad news for Morgan Spurlock: the robust McDonald's comeback continues.(McDonald's Corp.)(Brief article)
- Article from:
- The American (Washington, DC)
- Article date:
- May 1, 2008
CopyrightCOPYRIGHT 2008 The American, a Magazine of Ideas The American, a Magazine of Ideas. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Four years after the release of "Super Size Me," Morgan Spurlock's popular anti-McDonald's film, the fast food giant is going gangbusters. In January, CEO Jim Skinner affirmed that McDonald's plans to return between $15 billion and $17 billion to its shareholders from 2007 to 2009. That same month, as Reuters reported, CFO Pete Bensen "reiterated the company's forecast for capital spending of about $2 billion in 2008." Its first quarter sales were strong across the globe.
Ironically, in the years immediately before "Super Size Me," McDonald's appeared to be in bad shape. In January 2003 it posted its first quarterly loss since becoming a publicly traded company. ...