What is behind the delay in McDonald’s plan to roll out their healthier cooking oil? They won’t comment on a new target date for switching all their restaurants to the new oil. Their brief words on the matter merely state that their main concern is to focus on customer satisfaction and product quality. A new chairman and chief executive started in mid-January, so perhaps altered goals are forthcoming from the golden arches. Emphasizing the unhealthy nature of their food may not be the best approach. A clever marketing plan will get Americans eating anything. Perhaps a frequent-eater plan that includes a health club membership? Or, eat 100 burgers, get a free treadmill!