Two months after the relaunched the “I'm Lovin’ It” campaign from Leo Burnett Chicago, McDonald's handled February like a desperate Jack London character in the
Klondike trying to build a fire. Comparable restaurant sales in the U.S. plummeted 4% year over year. McDonald’s attributed the huge falloff not to weather — even though parts of the
country had a pretty miserable February — but rather to “ongoing aggressive competitive activity.”
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