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Focuses on the leadership of European food firms in world markets. Takeover of United States (U.S.) brands by European companies; Global expansion of Europeans into the U.S.; Focus of the firms on individual growth markets. INSET: Catering Industry Grows Gloablly.

Denis Hennequin, who ran McDonald's in France, is now trying to repeat the success he had in his home country as the new head of the American fast-food giant's European operations. France is the only place in Europe that has consistently loved McDonald's since the first outlet opened there in 1979. A recent study by MKG Consulting in Paris found McDonald's largely dominates the French restaurant sector. Hennequin's strategy for France focused on sprucing up drab restaurants, improving the menu and introducing visitor days. Despite a long conflict at one Paris branch over low pay, he managed to be on good terms with the country's unions. Hennequin will try to apply some of these lessons to other European countries. Sales in Germany and Britain, the two most important European markets, are sluggish. Italy and Belgium remain tricky.