MCDONALD'S took the revolutionary step this week of introducing knives and forks at branches in France as it attempts to revamp its image. The fast-food chain is offering cutlery at its 1 400 French outlets in a nod to Gallic table etiquette after a trial at 10 branches. The move, amid intensifying competition from upmarket rivals, may later be extended to other countries. So far, however, the knives and forks are only plastic. McDonald's also began offering table service in France before rolling it out in Britain and other European countries last year. Xavier Royaux, head of marketing at McDonald's France, said: "In recent months we've seen a reorganisation of the burger market and an expansion of product offerings, including the gourmet burger, so, as pioneer and leader, it was vital for us to position ourselves. "Cutlery is a development rather than a break with the past, in the same way that we've brought in table service, now available at more than 80% of our restaurants." Kniv...
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