Managing Editor McDonald's Corp. has coined a new Mc-prefixed word, which joins an illustrious list that includes McNuggets, McMuffin and McLean Deluxe. McDonald's officials say it's too early to comment on plans for the concept, which opened in November, including whether it will open additional locations or sell the merchandise through its Internet site. In April, the company hired The Beanstalk Group, New York, as its first consumer products licensing agency. Such numbers make merchandising and retailing alluring, says Kim Bartley, director of marketing at Columbus, Ohio-based White Castle. It's never been a money-maker like a Rainforest Cafe.
Every little bit helps.
It all adds to the profit margin.