E.Mr Hennequin also wants people to know that McJobs, the low-paid menial jobs at McDonalds restaurants, are much better than people think. But some of his efforts have backfired: last year he sparked a controversy with the introduction of a McPassport that allows McDonalds employees to work anywhere in the European Union. Politicians accused the firm of a ploy to make cheap labour from eastern Europe more easily available to McDonalds managers across the continent.
F.To stay in touch with local needs and preferences, McDonalds employs local bosses as much as possible. A Russian is running McDonalds in Russia, though a Serb is in charge of Germany. The group buys mainly from local suppliers. Four-fifths of its supplies in France come from local farmers, for example. (Some of the French farmers who campaigned against the company in the late 1990s subsequently discovered that it was, in fact, buying their produce.) And it hires celebrities such as Heidi Klum, a German model, as local brand ambassadors.
G.In his previous job Mr Hennequin established a design studio in France to spruce up his companys drab restaurants and adapt the interior to local tastes. The studio is now masterminding improvements everywhere in Europe. He also set up a food studio, where cooks devise new recipes in response to local trends.
H.Given Frances reputation as the most anti-American country in Europe, it seems odd that McDonalds revival in Europe is being led by a Frenchman, using ideas cooked up in the French market. But France is in fact the companys most profitable market after America. The market where McDonalds is weakest in Europe is not France, but Britain.
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