McDonald`s: it is the world`s premier entrepreneurial success story, a company whose growth worldwide continues to be astonishing. In tough financial times, McDonald`s proved that ingenuity, trial and error, and gut instinct were the keys to building a service business the entire world has come to admire. In the years since McDonald`s: Behind The Arches was first published, McDonald`s has been a trendsetter in advertising, focusing on different ethnic groups as well as the physically disabled. McDonald`s created McJobs, a program that employs both mentally challenged adults and senior citizens. And because its franchisees have their fingers on the pulse of the marketplace, McDonald`s has evolved successfully with the health food revolution, launching dozens of new products and moving toward environmentally-safe packaging and recyclable goods. Inspiring, informative, and filled with behind the scenes stories, this remarkable saga offers an irresistible look inside a great American business success.