Require changes to traditional value chain activities

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In the past few years, McDonald's has made a lot of changes to its menu, adding more healthy choices and more higher-priced items, such as those offered in McCafe (e.g., premium roast coffee, frappe, and fruit smoothies), and has also enhanced its in-restaurant services (e.g. free, unlimited Wi-Fi; upgraded interiors).

Did McDonald's new priorities in terms of a broader, healthier menu and an improved in-restaurant experience require changes to its traditional value chain activities? If so, how? (Try to be as specific as possible in comparing the McDonald's from the recent past (focusing on low-cost burgers) to the McDonald's of today.

Reference no: EM132204893

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