ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Friday, May 10, 1996 TAG: 9605100059
SECTION: BUSINESS PAGE: B-8 EDITION: METRO
He hasn't shed his big red clown shoes in favor of wingtips, but the trademark character for McDonald's Corp. has been showing up in some unusual places. New TV commercials show Ronald on the golf course, in a disco. Even - try this with a Happy Meal - shooting pool in a dingy pool hall.
The commercials - in conjunction with a series of black-and-white billboards depicting confused-looking kids - are part of a $75 million ad campaign for Thursday's launch of the fast-food chain's Arch Deluxe, a quarter-pound burger topped with peppered bacon, leaf lettuce, tomato and a Dijon mustard sauce.
While the burger isn't much different from the burger-and-bacon sandwiches already offered by Burger King, Wendy's and other chains, the Arch Deluxe is part of a broader effort by McDonald's to convince adults that its restaurants are the place to eat even if they aren't accompanied by a child.
This not-so-subtle come-on to older customers may be a recognition of one inexorable demographic fact: Fast-food customers, like America itself, are getting older.
"McDonald's has been geared to children," said Stacey Kesler, spokeswoman for Roanoke-area franchise owner Mike Grimm. "We really wanted to introduce something geared toward adults."
The burger began selling Thursday at the chain's Roanoke-area stores for $2.19 - $2.49 with bacon.
- Associated Press
Bell Atlantic seeks to give Net access
Bell Atlantic Corp. is proposing that it and other telecommunication companies provide Internet access to schools and libraries across the country and that the free service be paid for through a 25-to 35-cent surcharge on customer phone bills.
The plan, which Bell Atlantic has submitted to the Federal Communications Commission, calls for telecommunication companies to collect and send the money to a national support fund. That fund would distribute the money to trustees, such as a state's department of education.
Schools and libraries could apply for funds to pay for Internet installation and monthly bills.
- Associated Press
Quibell 'so close' to reopening plant
Quibell Corp. did not resume bottling water Thursday as planned, but the company's attorney said it is "ever so close" to reopening the Roanoke beverage production plant.
Quibell, which produces bottled water, cola and fruit juices, closed its Roanoke facility in April, the result of a dispute over an unpaid invoice with its bottle supplier, Zuckerman-Honickman Inc. of King of Prussia, Pa. Last week, Quibell said it expected to reopen May 9, but the negotiations with the bottle company and with NationsBank Corp., Quibell's primary lender, have not been completed, said Andrew Goldstein, Quibell's attorney.
"We truly do believe that we're getting very close to getting this plant up and running again," Goldstein said.
- Staff report
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