European Beef Safety & McDonald's -- ALPHA2000

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Subject: European Beef Safety & McDonald's

Author:
Eric Reed

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Date Posted: 12:30:11 03/19/01 Mon

There has been media coverage this past week about beef safety in Europe; the U.S. Agriculture dept banned animal imports from the European Union. Rising concerns over foot-and-mouth disease are hurting European sales in the beef industry. McDonald's in Europe is predicting their annual earnings per share to be $.05 lower than expectations due to the beef scare.
Marketing Impacts ----> more growing pains for the European Union; many countries have expressed concerns over quality standards in the Union and could lead to countries challenging the standards set by the Union.
McDonald's in Europe is changing their menu to include more pork products. New store openings will be reduced by 100 stores in 2001.

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