Golden Arches’ golden return

IT’S had its reputation battered by dietary experts, Hollywood movies and tell-all books. But like Taoiseach Bertie Ahern, bad press and unfavourable revelations have made McDonald’s more popular than ever.

The fast food giant has announced its sales have rocketed in all corners of the globe, sending its shares into a six-year high on the New York Stock Exchange.

Sales increased by almost 10% in Europe last month, with French and British diners flocking back to the Golden Arches in biggest numbers.

Three years ago, the company was almost written off as a “has-been”, an evil empire that was fuelling an obesity epidemic.

The film Super Size Me graphically demonstrated the risks of a diet based on Big Macs and fries.

Not long after, two chief executives of the company died — one from heart disease, the other from cancer.

The stunning turnaround announced in a self-congratulatory press release this week is being put down to healthier menus featuring carrots, apples and walnuts as an alternative to the usual greasy food.

The company held a press conference in Dublin last month to announce a reduction of trans fats in all products. But it will be another two to three years before these practices come into effect.

McDonald’s also promised a 50% salt reduction in french fries and a 30% reduction in chicken nuggets.

Darren Tristano, an analyst at the Chicago-based food consultancy Technomic, said meals for as little as 99 cents have also revitalised sales.

He said the Big Mac, and not the carrot sticks, is driving sales: “Salads eliminate the veto vote. If you’re in a party of people where one person wants to stay healthy, the new menu allows that person to get what they are looking for and stops a group going somewhere else,” he said.