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B.
So far Mr Hennequin is doing well. Last year European sales increased by 5.8% and the number of customers by 3.4%， the best annual results in nearly 15 years. Europe accounted for 36% of the group’s profits and for 28% of its sales. December was an especially good month as customers took to seasonal menu offerings in France and Britain， and to a promotion in Germany based on the game of Monopoly.
C
Mr Hennequin’s recipe for revival is to be more open about his company’s operations， to be “l(fā)ocally relevant”， and to improve the experience of visiting his 6，400 restaurants. McDonald’s is blamed for making people fat， exploiting workers， treating animals cruelly， polluting the environment and simply for being American. Mr Hennequin says he wants to engage in a dialogue with the public to address these concerns.
D.
He introduced “open door” visitor days in each country which became hugely popular. In Poland alone some 50，000 visitors came to McDonald’s through the visitors’ programme last year. The Nutrition Information Initiative， launched last year， put detailed labels on McDonald’s packaging with data on calories， protein， fat， carbohydrates and salt content. The details are also printed on tray-liners.
E.
Mr Hennequin also wants people to know that “McJobs”， the low-paid menial jobs at McDonald’s restaurants， are much better than people think. But some of his efforts have backfired： last year he sparked a controversy with the introduction of a “McPassport” that allows McDonald’s employees to work anywhere in the European Union. Politicians accused the firm of a ploy to make cheap labour from eastern Europe more easily available to McDonald’s managers across the continent.
B.
So far Mr Hennequin is doing well. Last year European sales increased by 5.8% and the number of customers by 3.4%， the best annual results in nearly 15 years. Europe accounted for 36% of the group’s profits and for 28% of its sales. December was an especially good month as customers took to seasonal menu offerings in France and Britain， and to a promotion in Germany based on the game of Monopoly.
C
Mr Hennequin’s recipe for revival is to be more open about his company’s operations， to be “l(fā)ocally relevant”， and to improve the experience of visiting his 6，400 restaurants. McDonald’s is blamed for making people fat， exploiting workers， treating animals cruelly， polluting the environment and simply for being American. Mr Hennequin says he wants to engage in a dialogue with the public to address these concerns.
D.
He introduced “open door” visitor days in each country which became hugely popular. In Poland alone some 50，000 visitors came to McDonald’s through the visitors’ programme last year. The Nutrition Information Initiative， launched last year， put detailed labels on McDonald’s packaging with data on calories， protein， fat， carbohydrates and salt content. The details are also printed on tray-liners.
E.
Mr Hennequin also wants people to know that “McJobs”， the low-paid menial jobs at McDonald’s restaurants， are much better than people think. But some of his efforts have backfired： last year he sparked a controversy with the introduction of a “McPassport” that allows McDonald’s employees to work anywhere in the European Union. Politicians accused the firm of a ploy to make cheap labour from eastern Europe more easily available to McDonald’s managers across the continent.