Overcoming Adversity to a Rebirth Cantalupo started the rebirth, but did not live to see its fruition. Jim skinner, vice chairman, moved up to CEo after Bell had relinquished that post to fight a losing cancer battle. Skinner continued the new strategy aimed at reversing the company's sliding profit. No more building lots of restaurants, but instead focus would be on improving existing locations. The goals would be faster, friendlier service, tastier food, more appealing ambience, better value, and sharper marketing. In his first two years as CEO, 2004-2006, McDonald's stock climbed 45 percent, same-store sales and profit rose steadily, and"50 million customers walk through McDonald's