BY: RAJVI THACKER SAUMYA KHARYA

 McDonald's Corporation is the world's largest chain of hamburger fast food

restaurants, serving around 68 million customers daily in 119 countries.

Headquartered in the United States, the company began in 1940 as a barbecue

restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles.
Businessman Ray Kroc joined the company as a franchise agent in 1955. He

subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth.
A McDonald's restaurant is operated by either a franchisee, an affiliate, or the

corporation itself.

 McDonald's primarily sells hamburgers, cheeseburgers, chicken, French

fries, breakfast items, soft drinks, milkshakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, fish, wraps, smoothies and fruit.
McDonald's restaurants are found in 119 countries and territories around the world

and serve 68 million customers each day. McDonald's operates over 34,000 restaurants worldwide, employing more than 1.7 million people.

 Drive-Thru, Auto-Mac, Pay and Drive, or "McDrive McCaf McExpress Mc stop

 Did Somebody Say (for the slogan, "Did Somebody Say McDonald's?")
Double double cheese cheese burger burger please please Extra Value Meal Golden Arches

Good Jobs For Good People

Good Time Great Taste Great Breaks Hamburger University Have You Had Your Break Today? It's a good time for the great taste of McDonald's Mac Attack
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 Mac Tonight Made For You McDonaldland McDonald's All Star Racing Team McDonald's and You McWorld

Super Size
The House That Love Built There's more in the middle of an Egg McMuffin

than an egg in the middle of a muffin

We Love To See You Smile What's On Your Plate When the US Wins You Win

World Famous Fries

You Deserve A Break Today
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 Big Mac

Big Xtra! Chicken McGrill Chicken McNuggets Egg McMuffin Filet-O-Fish Happy Meal

McChicken
McGrilled Chicken McNuggets Sausage McMuffin
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 Birdie, the Early Bird and Design

French Fry Box Design Golden Arches Logo

Grimace and Design

Hamburglar and Design Happy Meal Box Design Mac Tonight Design McDonald's Building Design McDonald's Racing Team Design Ronald McDonald and Design

Speedee Logo
Mayor McCheese (Mayor of McDonald Land) Fry-Guys
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 Material from www.mcdonalds.com and any other World Wide Web site owned, operated,

licensed, or controlled by McDonald's Corporation or any of its related, affiliated, or subsidiary companies (together, "McDonald's") may not be copied or distributed, or republished, uploaded, posted, or transmitted in any way, without the prior written consent of McDonald's EXCEPT: you may download one copy of the material on one computer for your personal, non-commercial home use only, provided you do not delete or change any copyright, trademark, or other proprietary notices. Modification or use of the materials for any other purpose violates McDonald's intellectual property rights. The material in this site is provided for lawful purposes only. If you download software from our site, the software, including all files, images, contained in or generated by the software, and accompanying data (together, the "Software") are deemed to be licensed to you by McDonald's. Neither title nor intellectual property rights are transferred to you, but remain with McDonald's, who owns full and complete title. You may not resell, decompile, reverse engineer, disassemble, or otherwise convert the Software to a human perceivable form.

 McDonald's will not be liable for any damages or injury caused by, including but not

limited to, any failure of performance, error, omission, interruption, defect, delay in operation of transmission, computer virus, or line failure. McDonald's will not be liable for any damages or injury, including but not limited to, special or consequential damages that result from the use of, or the inability to use, the materials in this site, even if there is negligence or McDonald's or an authorized McDonald representative has been advised of the possibility of such damages, or both. The above limitation or exclusion may not apply to you to the extent that applicable law may not allow the limitation or exclusion of liability for incidental or consequential damages. McDonald's total liability to you for all losses, damages, and causes of action (in contract, tort (including without limitation, negligence), or otherwise) will not be greater than the amount you paid to access this site.

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 Except as described otherwise, all materials in the McDonald's site are made available

only to provide information about McDonald's. McDonald's controls and operates this site from its headquarters in Oak Brook Illinois, United States of America and makes no representation that these materials are appropriate or available for use in other locations. If you use this site from other locations you are responsible for compliance with applicable local laws. Some software from this site may be subject to export controls imposed by the United States and may not be downloaded or otherwise exported or reexported: (a) into (or to a national or resident of ) any country to which the U.S. has placed an embargo, including without limitation, Cuba, Iran, Iraq, Libya, North Korea, Syria, or Yugoslavia; (b) to everyone on the US Treasury Department's Specially Designated Nationals list, or (c) the US Commerce Department's Table of Denial Orders. If you download or use the Software, you represent and warrant that you are not located in, or under the control of, or a national or any such country or on any such list.
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 McDonalds Corp. (MCD) swapped its trademark burgers for potato sandwiches

when it opened two vegetarian restaurants in India, the first such outlets globally for the worlds biggest restaurant chain.
The vegetarian restaurants sells items such as the McAloo Tikki burger, a sandwich

with a mashed-potato patty, and the Pizza McPuff, a vegetable and cheese pastry.
India, the worlds second most populous nation, is important for McDonalds as it

increases sales overseas.

McDonalds, which opened its first restaurant in India in 1996, operates as many as

271 stores there now through partnerships with two local Indian companies, Connaught Plaza Restaurants Pvt. for the north and east, and Hardcastle Restaurants Pvt. in the west and south.

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 Year 1990 was the year when McDonald's decided that India offered a lucrative business

opportunity. But to tap into the nation's fast food potential there was long process of research, back-end development, a total of which took six years to bring the first McDonald's outlet in India. Secret Santa: Suppliers Working with the suppliers McDonald's is one of the things which distinguishes McDonalds from competition. Also as part of their policies, McDonald's helps their suppliers to grow with them. The company would help the suppliers achieve optimum potential. They follow a system of Open Book Policy where McDonald's has full access to all the suppliers costings and together they chart out a plan to lower costings and increase profits. Another strategy that McDonald's successfully implements is the sharing of best practices. Each supplier goes through a Supplier Appraisal audit undertaken by McDonald's. These suppliers are then graded on a Supplier Performance Index. This index is a structured format similar to an employee appraisal. Those suppliers who score the best, their practices are then documented and distributed to other suppliers to achieve the same high standard productivity.
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 India centric R&D

There were only three categories of products which were imported french fries, oil and Happy Meal toys. To bring in the right international quality standards for the french fries the background work began in 1999, starting from the right quality of potatoes to the cold storage; McDonald's worked on creating the right infrastructure from scratch. Not just infrastructure, wherever there was scarcity of produce, McDonald's went one step ahead to cure the issue at the stem. For instance, they worked with the poultry industry to standardise quality product also processing. They even had an agronomist on board the McDonald's crew in India to monitor the right growth path of the Iceberg lettuce which previously was never grown in India. Slowly the volumes grew and with an assured growth which made up for the investment McDonald's made in the back end systems.
Standardisation, savvy!

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 Why McDonalds fries are Tasty? An important factor in the success of this fast-food chain is its tasty fries. These are

the customers favorite item and are more poplar than their burgers. The cooking oil they use adds to the taste of the fries. They cook fries in a mixture of about 7% cottonseed oil and 93% beef tallow. This gives them their unique flavor.

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 McDonalds wants to own the rights to how a sandwich is made. The fast food chain has applied for a patent relating to the method and apparatus

used to prepare the snack.

The burger company says owning the Intellectual Property Rights would help its hot

deli sandwiches look and taste the same at all of its restaurants.
It also wants to cut down on the time needed to put together a sandwich, thought to

have been dreamt up by the Earl of Sandwich in 1762.

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 The 55-page patent, which has been filed in the US and Europe, covers the

simultaneous toasting of a bread component.

Garnishes of lettuce, onions and tomatoes, as well as salt, pepper and ketchup are

inserted into a cavity in a Sandwich delivery tool. example, ham sandwich.

It explains : Often the sandwich filing is the source of the name sandwich; for Lawrence smith- Higgins, of the UK patent office, said: McDonalds or anyone else

cannot get retrospective exclusive rights to making a sandwich. They might have a novel device, but it could be quite easy for someone to make a sandwich in a similar way without infringing their claims.
McDonalds said: These applications are not intended to prevent anyone from using

previous methods for making sandwiches.

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 No, names, titles, slogans and common words/phrases are not eligible for copyright

protection. In many cases however they are registered as trademarks.

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 Created by: Jim Schindler in 1962, McDonalds logo has proven itself to be an insignia

of multinational business expansion. Recognised directly with the US, the McDonalds logo is also labelled as part of Americanisation and American cultural imperialism.
Elegance, significance and solid corporate character are clearly depicted by the

golden arches of the McDonalds logo. Later in the 1986, the name McDonalds was adjoined with the McDonalds logo.
The McDonalds logo is used worldwide to project the meaning intended by the

company and also to avoid tarnishing of the companies proposed pictures. McDonalds logo encompasses the durable characteristics of the food chain.

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 SHAPE OF THE LOGO:

The two golden arches were initially designed to resemble the new arched shaped symbols on the side of the new born restaurant. Later the designer of the McDonalds logo merged the two arches to outline the famed M now identified globally.
COLOR OF THE LOGO:

Two prominent shades, Golden and red, are used in the McDonalds logo to represent its bold nature. Golden hue is employed to colour the two arches, now merged to form M in the logo. Nonetheless, the red colour is utilised to fill the background of the distinguished McDonalds logo. Boldness, power and strong corporate image are truly reflected by the use of these two confident colours.
FONT OF THE LOGO :

Inspite the M on the logo, the insignia also grips the name of the food chain. McDonalds", has been imprinted in a thoroughly simple font which defies the bold picture of the firm.The simpler the font of the logo, the more radiant it becomes for the spectator.
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 The Domain Name mcdonalds.com was taken by an author from Wired magazine who

was writing a story on the value of domain names. In his article, the author requested that people contact him at ronald@mcdonalds.com with suggestions of what to do with the domain name.
In exchange for returning the domain name to McDonalds, the author convinced the

company to make a charitable contribution.

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 McDonald's has been involved in a number of lawsuits and other legal cases, most of

which involved trademark disputes.

The company has threatened many food businesses with legal action unless it drops

the Mc or Mac from trading names. In one noteworthy case, McDonald's sued a Scottish caf owner called McDonald, even though the business in question dated back over a century (Sheriff Court Glasgow and Strathkelvin, November 21, 1952).
On September 8, 2009, McDonald's Malaysian operations lost a lawsuit to prevent

another restaurant calling itself McCurry. McDonald's lost in an appeal to Malaysia's highest court, the Federal Court.

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 It has also filed numerous defamation suits. For example, in the McLibel case,

McDonald's sued two activists for distributing pamphlets attacking its environmental, labor and health records.
After the longest trial in UK legal history, the judge found that some claims in the

pamphlet were untrue and therefore libelous. The company, however, had asserted that all claims in the pamphlet were untrue, essentially obliging the judge to publicly rule on each one.
A few of the specific allegations (specifically that McDonald's was "culpably

responsible" for animal cruelty, that it exploited children through its advertising, and that it paid low wages) were found to be true.

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 McDonald's has defended itself in several cases involving workers' rights. In 2001, the company was fined 12,400 by British magistrates for illegally

employing and over-working child labor in one of its London restaurants. This is thought to be one of the largest fines imposed on a company for breaking laws relating to child working conditions (R v 2002 EWCA Crim 1094).
In April 2007, in Perth, Western Australia, McDonald's pleaded guilty to five charges

relating to the employment of children under 15 in one of its outlets and was fined A$8,000.
Possibly the most infamous legal case involving McDonald's was the 1994 decision

in Liebeck v. McDonald's Restaurants where Stella Liebeck was awarded several million dollars after she suffered third-degree burns after spilling a scalding cup of McDonald's coffee on herself.
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 McDonald's has lost an eight-year trademark battle to stop a restaurant in Malaysia calling itself

McCurry. The countrys federal court said the fast food giant could not appeal against another courts verdict that had allowed the restaurant to use the Mc prefix. The owner says McCurry, which serves Indian food, is an abbreviation for Malaysian Chicken Curry.Malaysia's highest court agreed - and ruled that McDonald's cannot appeal the verdict in a precedent-setting judgement.The ruling by a three-member panel of the Federal Court ends all legal avenues for McDonald's to protect its name from what it said was a trademark infringement. McDonald's will have to pay 10,000 ringgit (1,760) to McCurry, a popular eatery in Jalan Ipoh on the edge of Kuala Lumpur. McDonald's lawyers refused to comment, except to say the company will abide by the judgement.The Appeal Court said McCurry's signboard has white and gray letters against a red background with a picture of a smiling chicken giving a double thumbs-up, in contrast to McDonald's red and yellow 'M' logo. McCurry also serves only Indian food, not competing with McDonald's Western menu, the court said.
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 Kuala Lumpur, Sep 8 (IANS) American fast-food giant McDonald's Tuesday lost an eight-year trademark

battle to stop Malaysian Indian McCurry Restaurant from using the "Mc" trademark.

A bench of Malaysia's Federal Court that announced a unanimous decision, also ordered McDonald's to pay RM10,000 ($2,853) in costs to McCurry, which has an outlet in Jalan Ipoh locality in the national capital.
McDonald's filed an application after the Court of Appeal April 29 ruled it was wrong to assume that

McDonald's had a monopoly on the use of the prefix "Mc".

During the court hearings, McCurry contended that McDonald's could not claim monopoly or exclusive rights to the use of "Mc" as that prefix was extensively used around the world as surnames, particularly by people of Scottish origin.

McDonald's asked the Federal Court for permission to appeal against that decision but was denied, said Bernama, the official news agency.
On Sep 7, 2006, the Kuala Lumpur High Court held that McDonald's, a household name among children, had

the exclusive right to the prefix 'Mc' and ordered McCurry Restaurant to pay damages to McDonald's Corporation, the proprietor of the McDonald's chain of restaurants.

McDonald's, in its statement of claim, said it created the prefix 'Mc' as a trademark and the usage of the prefix 'Mc' together with the word 'Curry' - McCurry Restaurant - had misrepresented itself as being associated with McDonald's business.
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 Recently, McDonald indicted the Trademark Appeal Board of the State Administration for Industry and

Commerce (hereinafter referred to as TAB) for its approval of "Wonderful " trademark and logo (hereinafter referred to as W trademark) with a yellow capital letter "W" on a red background.
Beijing

Han

Municipal Yihe, owner

No.1 of W

Intermediate People's trademark, presented at

Court heard the court as a

the third

case. party.

In 2001, the corporation run by Han Yihe filed a trademark application for "Wonderful " trademark and logo. In 2003, McDonald submitted a written objection against W trademark, claiming that the W trademark constituted similarity with McDonald's M trademark and would easily confuse consumers. Therefore, McDonald required the TAB to revoke the W trademark. However, its request was rejected. After McDonald required the TAB to reconsider its request, the TAB in 2010 ruled to revoke W trademark in classes including restaurant, coffee shop, cocktail party service, bar and teahouse, meanwhile, maintain its validity in other registered classes. McDonald was still not satisfied with the ruling and took a legal action to call for the complete removal of W trademark. The case will be heard soon.
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 McDonald believed people who ate McDonald's food were likely to buy clothes and

enjoyed other services with W trademark, therefore W trademark would potentially weaken the distinctiveness of its M trademark. The company claimed that McDonald had become a well-known trademark by years of hard working and publicity. Therefore, their rights should be duly protected. McDonald used some media reports and self-made leaflets to support their sayings, declaring that it became China's leading fast-food business in 2001. In addition, McDonald also accused Han Yihe of his malicious trademark registration, saying that Han's W trademark deliberately copied its M trademark.

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 Bangalore: A small Bangalore based enterprise has taken on multinational

McDonald's in a logo war that is embarrassing the latter's expansion plans in India. With McDonald's recently advertising in Bangalore dailies for partners to bring the restaurant to the Garden City, the sanitary ware firm, P.C. Malappa & Co., is digging its heels in.His lawyers launched a counter-attack by publishing warning notice advertisements saying, "our client has received information that certain persons are imitating our client's trademark and copyright. Firm legal action both civil and criminal will be taken against them if they fail to desist from using the same immediately. Information regarding violation will be suitably rewarded".
The bone of contention is the letter 'M'. While the famed golden arch its recognised as

the logo of the fast food 'Gulliver' McDonald's, 'Lilliput' P.C. Malappa & Co. states that as far as registration of the logo in India is concerned, "we got here first." According to its legal representative, advocate V. Veeraraghavan, this firm started operations in Bangalore In April 1990, long before McDonald's announced plans to come to India.

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 The advocate's spokesperson Rahim Mesquite told The Times of India, "McDonald's hauled Malappa

to court in 1993 when they came to India. We filed a counter-suit in a Delhi court. Our. Stand was that apart from registering the copyright here first, there is no earthly similarity between the goods sold by the two companies. So far, no American or other tourists who come to India every year have made any mistake in thinking that our client's business has any connection with McDonald's fast food."

Malappa's contention also is that while across the world McDonald's has used the 'M' with

McDonald's written below it, in India, it wants to use the 'M' alone, which clashes with the way Malappa uses It. There are also several other design differences. These factors prompted Malappa & Co. to move the Delhi high court with an amendment to the original suit - it now wants the McDonald's Indian logo the single 'M' be cancelled. McDonald's, meanwhile, has maintained a stiff upper lip on the issue, stating that they have absolute rights to the logo. The courts are expected to decide on February 4, 1997. subsequent gobbling up of small Indian firms, proprietor P. C. Malappa maintains that he has nothing to do with the larger issues involved. "I have nothing against multinationals entering India. For me, it's a personal battle. When I asked my designer to give me a logo in 1990, he came up with this. I had never been abroad and never heard of McDonald's. Even now, I don't see what the fuss is all about. They make fast-food. We make tiles," he shrugs.
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While the case has once again raked up the debate over the supremacy of multinationals and the

 But one video response has been generating buzz lately, with the video being shared

and spread on social media sites. The video is McDonald's response to the question: "Why does your food look different in advertising than what's in the store?" The video was released late last week and has been viewed over five million times on YouTube. The video showed McDonald's marketing director, Hope Bagozzi, purchasing a Quarter Pounder from its store and taking the burger to its creative agency for an "extreme makeover". Some of the secrets revealed in the video of the picture-perfect burger were that its sauces were applied with a syringe and imperfections such as stray sesame seeds were photoshopped away. So was McDonald's move in presenting its consumers with the naked truth the right one?

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 Brandthink's Teoh Jui Hong, seemed to think so. "By being upfront about how they create their

products to be more appetizing than it really is, in essence more honest about its spin - they come across as more authentic."
Craig J Selby, managing director at Orchan Consulting, applauded the company for its brave initiative

to lay its cards on the table. "Rightly or wrongly, we all have opinions about McDonald's," he said.
"Many of these are not particularly positive, but at the end of the day, we still go back there time and

again to get a quick fix' on fast food. So, why does our burger not look like the advertisement?." wares, as long as there is a similarity.

"Well, lets be honest - has it ever? We know that advertisers take 'creative license' in preparing their

"I don't think McDonald's food has ever looked quite as good as its adverts, so asking the question

now is rather some decades late," added Selby who viewed the company's move as a positive one.
Alex Ooi, director of reputation management and digital at ROOTS Asia Pacific, added the video

received plenty of mixed reactions but if driving conversation was its purpose then it was spot on.

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 MacJoy (Philippines)
In 2004, McDonald's sued Cebu-based fast food restaurant MacJoy for using a very similar

trade name. In its defense, MacJoy insisted that it was the first user of the mark under the title "MACJOY & DEVICE" for its business in Cebu City which started in 1987, five years before McDonald's opened its first outlet in the same city. MacJoy stated that the requirement of actual use in commerce in the Philippines before one may register a trademark pertains to the territorial jurisdiction on a national scale and is not merely confined to a certain locality or region. It added that "MacJoy" is a term of endearment for the owner's niece whose name is Scarlett Yu Carcel. In response, McDonald's claimed that there was no connection with the name Scarlett Yu Carcel to merit the coinage of the word "MacJoy" and that the only logical conclusion over the name is to help the Cebu restaurant ride high on their (McDonald's) established reputation.
On February 2007, the Philippine Supreme Court upheld the right of McDonald's over its

registered and internationally-recognized trademarks. As a result, the owners of MacJoy, the Espina family, was forced to change its trademark into MyJoy, which went into effect with the reopening of its two branches in Cebu City on August that year.

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 Norman McDonald's Country Drive-Inn (US)

From the early 1960s to the mid-1980s, Norman McDonald ran a small "Country DriveInn" restaurant in Philpot, Kentucky called simply "McDonald's Hamburgers; Country Drive-Inn", which at the time also had a gas station and convenience store. As a play on the real McDonald's, Norman also included a couple of lit "golden arches". McDonald's the restaurant chain forced Norman to remove the arches and add the full Norman McDonald's name to its sign so customers would not be confused into thinking the restaurant was affiliated with the McDonald's restaurant chain. The restaurant is still open to this day (though it no longer has the gas station) and is located in front of the Daviess County Fairgrounds.

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 McChina Wok Away (UK)

In 2001, McDonalds lost a nine-year legal action against Frank Yuen, owner of McChina Wok Away, a small chain of Chinese takeaway outlets in London. Justice David Neuberger ruled the McChina name would not cause any confusion among customers and that McDonald's had no right to the prefix Mc.
McCoffee (US)

In 1994, McDonald's successfully forced Elizabeth McCaughey of the San Francisco Bay Areato change the trading name of her coffee shop McCoffee, which had operated under that name for 17 years. "This is the moment I surrendered the little 'c' to corporate America," said Elizabeth McCaughey, who had named it as an adaptation of her surname.
McMunchies (UK)

In 1996, McDonald's forced Scottish sandwich shop owner Mary Blair of Fenny Stratford, Buckinghamshire to drop McMunchies as her trading name. Mrs. Blair did not sell burgers or chips. She said she chose the name because she liked the word munchies and wanted the cafe to have a Scottish feel. The cafe's sign reflected this, featuring a Scottish thistle and a St Andrew's flag. But in a statement to Mrs. Blair's solicitors, McDonald's said if someone used the Mc prefix, even unintentionally, they were using something that does not belong to them.
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 McAllan (Denmark)

In 1996, McDonald's lost a legal battle at the Danish Supreme Court to force Allan Pedersen, a hotdog vendor, to drop his shop name McAllan. Pedersen had previously visited Scotland on whiskytasting tours. He named his business after his favorite brand of whisky, MacAllan's, after contacting the distillery to see if they would object. They did not, but McDonald's did. However, the court ruled customers could tell the difference between a one-man vendor and a multi-national chain and ordered McDonald's to pay 40,000 kroner ($6,900) in court costs. The verdict cannot be appealed.
The real Ronald McDonald (US)The company waged an unsuccessful 26-year legal action

against McDonald's Family Restaurant which was opened by a man legally named Ronald McDonald in Fairbury, Illinois in 1956. Mr. McDonald ultimately continued to use his name on his restaurant, despite objections by the franchise.
The McBrat case (Australia)

In 2005, McDonalds tried to stop a Queensland lawyer, Malcolm McBratney, from using the name 'McBrat' on the shorts of the Brisbane Irish Football team. McDonalds claimed the McBrat name should not be registered because it was too similar to its McKids trade mark, since the word 'brat' is another term for 'kid'. McBratney, a solicitor specializing in trademarks and intellectual property, argued that his family name had been used in Ireland since the 1600s, and that he had a right to use an abbreviation of that name. In 2006, the Delegate of the Register of Trade Marks held that McBratney could register 'McBrat' as a trademark and that McDonald's had no intellectual property rights over 'Mc' and 'Mac' prefixed words.
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 Health and safety:

Also known as the "McDonald's coffee case", Liebeck v. McDonald's is a well-known product liability lawsuit that became a flash point in the debate in the U.S. over tort reform after a jury awarded $2.9 million to Stella Liebeck, a 79-year-old woman from Albuquerque, New Mexico, who sued McDonald's after she suffered third-degree burns from hot coffee was spilled on her at one of the company's drive-thrus in 1992.The trial judge reduced the total award to $640,000, and the parties settled for a confidential amount before an appeal was decided. The case entered popular understanding as an example of frivolous litigation;[32] ABC News calls the case "the poster child of excessive lawsuits." Trial-lawyer groups such as the Association of Trial Lawyers of America and other opponents of tort reform sometimes argue that the suit was justified because of the extent of Liebeck's injuries.

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 "McMatch and Win Monopoly" Promotion (Australia)

In 2001, 34 claimants (representing some 7,000 claimants)[29] failed in a class action against McDonald's for false and misleading conduct arising from the "McMatch & Win Monopoly" promotion before Justice John Dowsett of the Federal Court of Australia.[30] The claimants had attempted to claim prizes from the 1999 promotion using game tokens from the 1998 promotion, arguing unsuccessfully that the remaining 1998 tokens may have been distributed accidentally by McDonald's in 1999.

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