McDonald's Big Arch Burger Tests Brand Power And Rich Valuation

McDonald's (NYSE:MCD) has introduced the Big Arch burger as part of an intensifying fast food "burger wars" environment. The launch is supported by prominent social media marketing and viral appearances from the McDonald's CEO. Rivalry with competitors such as Burger King and Wendy's has been amplified through playful online exchanges around the new burger. McDonald's has also rolled out a "First Job Confessional" campaign to deepen customer and worker engagement through personal...