CHARLES BERNSTEIN is Chains Editor of Restaurants & Institutions and Editor of The Bernstein Report, an insider's newsletter covering the restaurant industry. He was Chief Editor of Nation's Restaurant News from 1973 to 1991 and was named Hospitality Industry Person of the Year in 1991. He won the New York Business Press Editors first prize for best article of the year, an exclusive 1987 study of foodservice in the Soviet Union. A graduate of Cornell University and the Columbia Graduate School of Journalism, he previously authored two books, Great Restaurant Innovators: Profiles in Success and Sambo's: The Inside Story of a Restaurant Empire's Rise and Fall, and coauthored Lessons in Leadership.RON PAUL is President of Technomic, Inc., an international management consulting firm specializing in restaurants and chains. A noted authority on the foodservice industry, he is frequently quoted in the national and international press. He is coauthor of The 101 Best Performing Companies in America. Technomic, Inc., an authoritative source for the chain industry, has annually published key statistics on the top 100 volume chains since 1972.

• Preface ixAcknowledgements xiIntroduction xiiiLink One: The Leadership Touch 1Link Two: Motivating to Win 37Link Three: The Customer is King or Queen 61Link Four: Keep Your Eye on the Ball 85Link Five: Marketing and Merchandising Versatility 111Link Six: The Economic-Focus Dilemma 145Link Seven: Leveraging to Win 175Link Eight: The Life Cycle 203Leader of the Pack: The big Mac 235The Thin Line: Success Versus Failure 257Conclusion: Forging the Links 265Index 269

CHARLES BERNSTEIN is Chains Editor of Restaurants & Institutions and Editor of The Bernstein Report, an insider's newsletter covering the restaurant industry. He was Chief Editor of Nation's Restaurant News from 1973 to 1991 and was named Hospitality Industry Person of the Year in 1991. He won the New York Business Press Editors first prize for best article of the year, an exclusive 1987 study of foodservice in the Soviet Union. A graduate of Cornell University and the Columbia Graduate School of Journalism, he previously authored two books, Great Restaurant Innovators: Profiles in Success and Sambo's: The Inside Story of a Restaurant Empire's Rise and Fall, and coauthored Lessons in Leadership.RON PAUL is President of Technomic, Inc., an international management consulting firm specializing in restaurants and chains. A noted authority on the foodservice industry, he is frequently quoted in the national and international press. He is coauthor of The 101 Best Performing Companies in America. Technomic, Inc., an authoritative source for the chain industry, has annually published key statistics on the top 100 volume chains since 1972.

• Preface ixAcknowledgements xiIntroduction xiiiLink One: The Leadership Touch 1Link Two: Motivating to Win 37Link Three: The Customer is King or Queen 61Link Four: Keep Your Eye on the Ball 85Link Five: Marketing and Merchandising Versatility 111Link Six: The Economic-Focus Dilemma 145Link Seven: Leveraging to Win 175Link Eight: The Life Cycle 203Leader of the Pack: The big Mac 235The Thin Line: Success Versus Failure 257Conclusion: Forging the Links 265Index 269

CHARLES BERNSTEIN is Chains Editor of Restaurants & Institutions and Editor of The Bernstein Report, an insider's newsletter covering the restaurant industry. He was Chief Editor of Nation's Restaurant News from 1973 to 1991 and was named Hospitality Industry Person of the Year in 1991. He won the New York Business Press Editors first prize for best article of the year, an exclusive 1987 study of foodservice in the Soviet Union. A graduate of Cornell University and the Columbia Graduate School of Journalism, he previously authored two books, Great Restaurant Innovators: Profiles in Success and Sambo's: The Inside Story of a Restaurant Empire's Rise and Fall, and coauthored Lessons in Leadership.RON PAUL is President of Technomic, Inc., an international management consulting firm specializing in restaurants and chains. A noted authority on the foodservice industry, he is frequently quoted in the national and international press. He is coauthor of The 101 Best Performing Companies in America. Technomic, Inc., an authoritative source for the chain industry, has annually published key statistics on the top 100 volume chains since 1972.

• Preface ixAcknowledgements xiIntroduction xiiiLink One: The Leadership Touch 1Link Two: Motivating to Win 37Link Three: The Customer is King or Queen 61Link Four: Keep Your Eye on the Ball 85Link Five: Marketing and Merchandising Versatility 111Link Six: The Economic-Focus Dilemma 145Link Seven: Leveraging to Win 175Link Eight: The Life Cycle 203Leader of the Pack: The big Mac 235The Thin Line: Success Versus Failure 257Conclusion: Forging the Links 265Index 269