in 2003 Cantalupo was brought in to rectify the declining state of the organization.
He previously heid the position of vice chairman and headed McDonald's intemational expansion.
His ruturn from retiremnet was controversial and analysts claimed that helacked "the vision or stomach to make the necessary changes." Neverheless, his vision for the organization’s future was in a “back to basics” approach with organizational changes to refocus the organization on core values of quality and service.
Cantrlupo began by cutting back new store openings. In 2004, 300 new stores were proposed,in comparison to 1995 when 1100 new restaurants were opened. There was also a complete overhaul of the advertising campaign. By introducing the “I’m lovin’it” sloganandcommercials featuring popsinger Justin Timberlake, the hope was to reinvent the company’s image and connect with the youngergeneration.