The new look, which includes comfortable seating areas and flat-screen TVs, is intended to have a more inviting feel and is part of the company's goal of positioning itself on the higher end of the fast-food industry.

NPR: Wendy's Stands By Outlook Amid Transformation Push

Though they recognised that South Africa had a relatively sophisticated fast-food industry of its own, with many brands of beef-and chicken-burgers, the idea that such a famous global brand might not be well-known on the southern tip of Africa seemed preposterous.

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Mr. Cardello, a former food-and-beverage industry executive, said he was surprised to find that fast-food chains sold a slightly higher percentage of lower-calorie food servings than sit-down restaurants did.

WSJ: Low-Calorie Items Fuel Restaurant Sales

In QSR Magazine's annual Drive-Thru Study, the only comprehensive industry comparison of customer service at fast-food chains, other restaurants have consistently outperformed McDonald's in those areas.

WSJ: McDonald's Tackles Repair of 'Broken' Service

In fact, there was a huge shift to part-time employment in the fast food industry beginning in January.

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Last month I gave a speech at an industry conference for restaurant owners and fast-food franchisees--typical American small-business owners.

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Most people probably think of fast-food restaurants when they think of franchising, but the industry is far more diverse than that.

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It certainly outclasses other fast food stocks, qualifying as a fabulously-run company in a crummy industry.

FORBES: McDonald's Arches Are Golden Even During Fast Food Slump