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Within a framework of this paper, I would like to consider the story of the company that once used to be even more popular than the worldwide giants such as Coca-Cola or McDonald’s. The name of this company is ‘Fred Harvey’, and it is deservedly considered to be one of the first dining brands in the United States. Thus, this paper will include a brief history of the company, its evaluation made by Stephen Fried in his book ‘Appetite for America’, and marketing suggestions meant to improve the company’s business back in 1960's (Stern, 2010). At the outset, it is necessary to say a few words about the company’s history. The beginning of the story dates back to 1850 when Frederick Harvey arrived at the United States from England. The boy of

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