Two-for-one Big Macs: McDonald's (MCD +0.4%) starts to step up the use of discounting in Europe as it attempts to hold on to sales. Though the chain has used promotions before in Europe to increase store traffic, the scope of the most recent push is much larger with most of Germany and France encapsulated. The development has the potential to significantly impact the overall bottom line of the company with close to 40% of its operating profit derived from the continent.
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