"drag on the wallet." To educate fathers on the value of McDonald's, television ads were created that showed the value of ice cream cones, and also showed McDonald's as more than just a restaurant, they treated it as a "destination." (Shatrujeet, June 2000)
             McDonald's encourages their owners to be innovative. It was a Canadian restaurant owner who first created the "McFlurry," by adding bits of candy bars to his milkshakes. McDonald's liked the idea, and adopted it system-wide. (Venkatarman, 2000)
             Brand consistency has always been a number one priority with McDonald's. Their food and restaurants are as recognizable in Hong Kong as they are in Hannibal, Missouri. This total reliance on consistency is McDonald's most effective market
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