TURKEY: McDonald’s reveals plans to increase market share, but new stores curtailed

In a bid to increase its market share, McDonald’s has revealed plans to invest a further US$30m in Turkey during the course of 2001. The burger behemoth already operates 133 restaurants in the country and generates annual turnover of US$100m. The largest rivals for the consumers’ attention are the plethora of local restaurants that offer traditional fare at cheap prices. A sale campaign and a wider range of meals on offer is therefore a major part of the new strategy for the US fastfood chain, although due to the current economic crisis in Turkey only 15 new outlets will be opened, rather than the 45 originally planned.