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March 03, 2004

And so begins a national war of attrition

Bet you thought I was talking about the November election,

McDonald's decides better is not bigger
Supersize items set to disappear
By Delroy Alexander, Tribune staff reporter. Associated Press contributed to this story

March 3, 2004

Under fire for its menu amid growing concern about obesity in America, McDonald's Corp. said Tuesday that it will phase out its supersize drinks and fries in the U.S. by the end of the year.

The Oak Brook-based company was one of the primary movers in popularizing giant-size fast-food meals more than a decade ago, but McDonald's said it soon will streamline its restaurant operations and core menu.

"This has as much to do with operations as it does with emphasizing a balanced diet," said spokesman William Whitman.

However, the move comes just a couple of months before a new documentary called "Super Size Me" is scheduled to hit movie theaters. The film chronicles the rapid deterioration of health of the movie's director, Morgan Spurlock, after he spent 30 days eating nothing but McDonald's food.

"The two things are not connected," said Whitman in response to a question about the film's potential impact. "However, we recognize that consumers' tastes and preferences and choices continue to change and evolve. This seems to be a natural step when you recognize the growing trends and recognize the effect it would have on our operations."

The world's largest restaurant chain said the option to supersize drinks and fries will not be available at its 13,600 U.S outlets by 2005, except during certain promotions. It did not make mention of Mighty Meals, the bigger-portion kids meal option that is a consistent target of health practitioners and obesity campaigners.

Posted by P6 at March 3, 2004 08:13 AM
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