McD TV could boost dine-in business

Expanded test of in-restaurant TV channel aims to engage customers, but the service has its costs

Editor's note: This story has been updated with responses from McDonald's.

McDonald’s’ expansion of a test of an in-restaurant television channel in California could generate potential benefits but at a high cost, according to one industry expert.

While McDonald’s stands to boost its dine-in business by encouraging customers to linger longer over McD TV, Leo Kivijarv, vice president of research for PQ Media LLC, an expert on “digital out of

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