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McDonald's Out of Tents

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A sign that the recession is over? After two seasons sponsoring Mercedes Benz Fashion Week in New York, McCafe bows out to Starbucks. “We had a tremendous presence at Fashion Week in 2009. The integration allowed us to really propel our presence and awareness and generate trial of our new line of McCafe coffee,” said Danya Proud, a spokeswoman for McDonald's. Experts said the eatery probably didn't want to spend the money for sponsorship this season—estimated to be in the high six figures. [Crain's]