Everyone is familiar with the Golden Arches. Everyone knows exactly what they stand for. McDonald’s, the largest fast-food chain in the world, is known for fast food that is inexpensively priced. Well, over the past few years, purveyors of McDonald’s food have begun to witness a change. McDonald’s suffered its first-ever quarterly loss in 2003, the first quarterly loss since the company went public in 1965. Now, McDonald’s is beginning to target a new audience with new healthier food choices. You can purchase a California Cobb salad for $4.50 or a grilled chicken club sandwich for $3.89. With an increase in price, you might think that there would be a decrease in demand and overall consumption of McDonald’s food. However, we have seen just the opposite. McDonald’s saw the average check total increase by 5% to about $5. The company’s annual revenue has grown from $17.1 billion in 2003, to $20.5 billion in 2005. So why is McDonald’s seeing such growth? There are many factors, one may be good timing. More Americans are becoming increasingly health conscience and thus are looking for healthier food choices. The salads, along with white-meat chicken at McDonald’s seem to provide that healthier alternative to a Big Mac and fries. So even though competitor prices or substitutes, such as Wendy’s or Burger King remain low, McDonald’s is still raking in the profits.