OTHER NEWS - Oct. 23, 1991
From Times Staff and Wire Reports
McDonald’s Looking at Dinner Crowd: McDonald’s Corp. may have to shed its fast-food image at dinner time, which accounts for only 20% of sales, to increase its sales, analysts say. “Consumers generally don’t want to have dinner in fast-food restaurants,” said Michael Mueller of Montgomery Securities. “It’s the difference between getting fed and having a dining experience,” added John Deighton, a marketing professor at the University of Chicago. Oak Brook, Ill.-based McDonald’s has not disclosed a timetable for a rollout of a new dinner menu.
