91Ó°ÊÓ

For a recent year, McDonald's company-owned restaurants had the following sales and expenses (in millions): \begin{tabular}{lr} Sales & \(\frac{\$ 16,083}{\$ 5,350}\) \\ Food and packaging & 4,185 \\ Payroll & 4,006 \\ Occupancy (rent, depreciation, etc.) & 2,340 \\ General, selling, and administrative expenses & \(\$ 15,881\) \\ \hline Income from operations & \(\$ 202\) \\ \hline \end{tabular} Assume that the variable costs consist of food and packaging, payroll, and \(40 \%\) of the general, selling, and administrative expenses. a. What is McDonald's contribution margin? Round to the nearest million. b. What is McDonald's contribution margin ratio? Round to one decimal place. c. How much would income from operations increase if same-store sales increased by \(\$ 500\) million for the coming year, with no change in the contribution margin ratio or fixed costs?

Media outlets such as ESPN and Fox Sports often have Web sites that provide in-depth coverage of news and events. Portions of these Web sites are restricted to members who pay a monthly subscription to gain access to exclusive news and commentary. These Web sites typically offer a free trial period to introduce viewers to the Web site. Assume that during a recent fiscal year, ESPN.com spent \(\$ 1,800,000\) on a promotional campaign for the ESPN.com Web site that offered two free months of service for new subscribers. In addition, assume the following information: \(\begin{array}{ll}\text { Number of months an average new customer stays with the } & \\ \text { service (including the two free months) } & 25 \text { months } \\ \text { Revenue per month per customer subscription } & \$ 10.00 \\\ \text { Variable cost per month per customer subscription } & \$ 2.00\end{array}\) Determine the number of new customer accounts needed to break even on the cost of the promotional campaign. In forming your answer, (1) treat the cost of the promotional campaign as a fixed cost, and (2) treat the revenue less variable cost per account for the subscription period as the unit contribution margin.