The franchise owner of four McDonald’s restaurants in Sweden was facing a major challenge in 2015. This challenge was due to increased taxes and social costs that were threatening to destroy the profitability of the entire business. To solve this problem, restaurant leaders knew they needed to increase the size of the average sales check. They decided to conduct an experiment in one of their restaurants. For 24 hours, they ran their normal shifts with only their top performers, and customer turnover increased by 18 percent, a positive metric in the restaurant industry.
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