Big Mac Counterattack in America's Battle of Bulge

September 7, 2005

Can the king of the burger and fries universe - under siege for

fueling a U.S. obesity crisis - recast its image as a salad-

selling, responsible restaurant chain that's not trying to supersize

customers or shortshrift employees? That's the mission at Mc's

Corp., which yesterday spotlighted its healthier menu items,

physical activity programs and commitments to workers in an image-

buffing press briefing. Still, Mc's has racked up months of

higher sales since launching more healthy fare.

Can the king of the burger and fries universe - under siege for

fueling a U.S. obesity crisis - recast its image as a salad-

selling, responsible restaurant chain that's not trying to supersize

customers or shortshrift employees?

That's the mission at Mc's Corp., which yesterday spotlighted

its healthier menu items, physical activity programs and commitments

to workers in an image-buffing press briefing.

It's been a hard year for the world's largest restaurant chain,

which has been sued by people who claim it made them fat and bashed

by the documentary film " Super Size Me. " And its respected chief

executive, Jim Cantalupo, died of a heart attack in April.

Mc's took the offensive yesterday with a " corporate

responsibility report " that pointed to new healthier entrees, sides

and drinks - including salads. But the chain has yet to fulfill a 2-

year-old pledge to stop using cooking oil that is high in artery-

clogging trans-fattty acids.

Fulfilling that pledge would be the most important step the fast-

food chain could take, said Walter Willett, nutrition guru with the

Harvard School of Public Health. Those fats have been linked to

heart disease, Type 2 Diabetes and bad cholesterol.

Still, Mc's has racked up months of higher sales since

launching more healthy fare. Restaurant investment icon

Naddaff, who built up the Boston Chicken chain, says don't count out

the world's largest and " best run " restaurant chain.

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