business news in context, analysis with attitude

Mark Bittman, the New York Times columnist who focuses on the importance of good food, has written an excellent piece about the specific challenges facing fast feeder McDonald's, especially as its traditional approach to food is seen as out of step with modern realities.

You can read it here.

And it is particularly interesting since, after Bittman filed the column, McDonald's announced that during the first two weeks of November, it will package children's books with its Happy Meals instead of toys, and expects to distribute as many as 20 million books during that time.

According to Advertising Age, "The books, self-published by McDonald's, will be based on company characters -- but not the Hamburglar or Ronald McDonald. One book, 'The Goat Who Ate Everything,' is about a goat who has a big appetite and struggles to eat well but eventually learns to eat smart. Another, 'Deana's Big Dreams,' shows how Deana, the world's smallest dinosaur, grew tall by eating well."
KC's View: