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Good Luck With That, Mr. Easterbrook

It won't be an easy fix for Steve Easterbrook when he officially becomes McDonald's CEO next month. While he gets a shot at turning around the largest restaurant brand in the world, observers agree that the Oak Brook, Ill.-based fast feeder has some internal issues and external challenges from hell. Weak performance makes it more challenging for management to get franchisee buy-in for marketing and investment plans, and the sheer size — 36,000 units worldwide — will present its own challenges.

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