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Big Mac at pounds 4 too much in Iceland.


ICELAND has been forced to ditch ditch (ditching),
n the undesirable loss of tooth substance in the region of a restoration margin (usually gingival).
 the Big Mac - because the collapse of the currency has made it too expensive.

The country's three McDonald's restaurants There are more than 30,000 McDonald's restaurants in 119 countries. Restaurants
The first McDonald's was not a restaurant at all, but it was a sit-in stand. The company's early franchises were built to a standard pattern that did not offer seating; this was in part to prevent
 - all in capital Reykjavik - will close next weekend because of tumbling profits caused by the plunging plunge  
v. plunged, plung·ing, plung·es

v.tr.
1. To thrust or throw forcefully into a substance or place:
 value of the krona kro·na 1  
n. pl. kro·nur
See Table at currency.



[Icelandic króna, from Old Norse kr
.

Magnus Ogmundsson, boss of Lyst Hr, McDonald's franchise holder in Iceland, admitted: "The economic situation has just made it too expensive for us."

Costs have doubled over the past year because of the falling krona and high tariffs on imported goods, making it impossible for the firm to put up prices further and remain competitive with rivals using local produce.

Profit A Big Mac in Reykjavik already costs pounds 3.25. But the 20per cent increase needed to make a decent profit would have pushed that to pounds 3.90 - making the Icelandic version of the burger the most expensive in the world.

That title is currently held jointly by Switzerland and Norway, where it costs pounds 3.53, according to according to
prep.
1. As stated or indicated by; on the authority of: according to historians.

2. In keeping with: according to instructions.

3.
 The Economist mag's 2009 Big Mac index.

McDonald's, the world's largest chain of hamburger fast food restaurants, arrived in Reykjavik in 1993 . Lyst plans to re-open the stores under a new brand name, Metro, using locally sourced materials and produce and retaining the franchise's 90-strong staff.
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Publication:Daily Record (Glasgow, Scotland)
Date:Oct 28, 2009
Words:212
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