I hadn't realized how old the McChseney article was until I read that Murdoch's bid for Manchester United was still pending. For those of you interested, it never passed. Now, old isn't bad, so long as one read's it with an appropriate distance and perspective. Another insight to the date of this article was the blurb about the McDonald's/Disney affiliation.
Disney and McDonald's did indeed have a ten year agreement in which they promoted each other across 109 nations. Disney provided all those nifty little figurines with the choking hazard warnings on them. McDonald's provided food for millions of Disney customers. However, come 2004, the alliance, or partnership, dissolved. Why? Well, aside from the bad rap that McDonald's had at the time for not properly educating its clientele? That we can only speculate on, as representatives from both parties were fairly close-lipped about the situation. So now, if you want to grab food at Downtown Disney, you'll be welcomed in by Pollo Campero a Latin Chicken Fast-Food restaurant. Not quite sure that follows Disney's objectives though:
The Walt Disney Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The company's primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value.
McDonalnd's has 47 million customers a day. Pollo Campero has just over double that in a year. I would say that reputation is what they were after, but then, they own E! Entertainment.