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McDonald’s monthly sales have fallen for the first time in almost a decade, and Michael Schaefer, Head of Consumer Food Service Research at Euromonitor, proposes that that it’s no fault of McDonald’s. Competitors such as Burger King and Taco Bell have taken strides to regain sales following the economic downturn, and many of these strategies are copies of pioneering tactics by McDonald’s, including menu expansion and better quality outlets.

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