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Co-branding By Karen Benezra McDonald's has quietly begun a test of a food court concept that combines the Golden Arches with a handful of new ventures from a passel of well-known food brands, including a Contadina Pasta Shop, a Nestle Toll House Cafe, a Healthy Choice Sandwich Shop and, eventually, a Casa Ortega. The add-ons give the burger giant a potent new weapon in its fight for consumers: Extra dining options with no lost revenues. (Continued on page 6)
The new concept, "Mac's Place," is a 220-seat food court set in an office building in Southfield, Mich., and managed by a McDonald's franchisee, who buys the products but pays...