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BW Businessworld

Chips Off The Big Mac

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If you go looking for fries at the London Olympics, the only place you'll find them is below golden arches. That's because McDonald's, a principal sponsor of the Olympics, is using its brand muscle to ensure that no other brand of fries can be served at any of the 800 restaurants at the 40 venues where Olympic events will be held.

There is one exception though: you can have chips with your fish; fish and chips is a staple meal for the English. Even that came after protests from caterers at the various venues; the original sponsorship contract said that chips or fries could only be served at McDonald's restaurants at the Olympics.

Some caterers had negotiated the rights to sell fish and chips, but not their own brand, or even with anything else but fish. They couldn't sell just chips either.

If you see a Ronald Mcdonald sitting on a bench outside McDonald's at the Olympics,  look for the huge chip on his shoulder.

(This story was published in Businessworld Issue Dated 23-07-2012)