McDonald's urging franchisees to open on Christmas

McDonald's Corp. is urging U.S. restaurant owners to take the unusual step of opening on Christmas Day to deliver the world's biggest hamburger chain with the gift of higher December sales, AdvertisingAge reported Monday.

The request -- which comes as McDonald's tangles with resurgent rivals such as Wendy's, Burger King and Yum Brands' Taco Bell chain -- would be a break from company tradition of closing on major holidays.

"Starting with Thanksgiving, ensure your restaurants are open throughout the holidays," Jim Johannesen, chief operations officer for McDonald's USA, wrote in a Nov. 8 memo to franchisees -- one of two obtained by AdvertisingAge.

"Our largest holiday opportunity as a system is Christmas Day. Last year, (company-operated) restaurants that opened on Christmas averaged $5,500 in sales," Johannesen said.

"The decision to open our restaurants on Christmas is in the hands of our owner/operators," McDonald's spokeswoman Heather Oldani told Reuters.

Don Thompson took over as chief executive at McDonald's in July and has the difficult task of growing sales from last year's strong results in a significantly more competitive environment.

McDonald's monthly global sales at established restaurants fell for the first time in nine years in October, but unexpectedly rebounded in November.

The November surprise was partly due to a 2.5 percent rise in sales at U.S. restaurants open at least 13 months.

"Our November results were driven, in part, by our Thanksgiving Day performance," Johannesen wrote in a Dec. 12 memo to franchisees.

Oldani said 1,200 more McDonald's restaurants were open on Thanksgiving this year versus last year -- not 6,000 more as AdvertisingAge reported.

Still, the company has a high hurdle when it comes to posting an increase in restaurant sales this month because its U.S. same-restaurant sales jumped 9.8 percent in December 2011.

"It's an act of desperation. The franchisees are not happy," said Richard Adams, a former McDonald's franchisee who now advises the chain's owner/operators.

The push to open on the holidays goes against McDonald's cultural history, said Adams. In his first published operations manual, McDonald's Corp. founder Ray Kroc said the company would close on Thanksgiving and Christmas to give employees time with their families, Adams said.

"We opened for breakfast on Thanksgiving the last couple years I was a franchisee. It was easy to get kids to work on Thanksgiving because they want to get away from their family, but not on Christmas," Adams said.

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22 face charges in NIU student's fraternity hazing death

DeKalb County authorities have charged five leaders of a Northern Illinois University fraternity with felony hazing in connection with the death of a student who died of heart complications caused by excessive drinking last month, authorities said today.

Seventeen others face misdemeanor charges.

David Bogenberger, 19, was found dead in a bed at the Pi Kappa Alpha house on Nov. 2 and his death was ruled accidental, according to police. He graduated from Palatine High School in June.

Subsequent tests found his blood-alcohol content was approximately five times the legal limit of .08 at the time of his death, authorities said.

On the night before his body was found, Bogenberger had taken part in a fraternity even known as “Parents Night,” where senior members of the fraternity and associated sororities acts as “parents” for the pledges, according to a written statement from DuPage police and the DeKalb County state’s attorney.

“The event that night involved the pledges rotating between several rooms in the fraternity house, being asked a series of questions, and then being provided cups of vodka and other liquor to drink,” police and prosecutors said in the joint statement.

“This resulted in the pledges drinking a large quantity of alcohol in about a two-hour time period. In addition to Bogenberger’s death, several other pledges reported getting sick and/or passing out due to excessive alcohol consumption.”

Charged with felony hazing are the fraternity’s president, Alexander M. Jandick, 21, of Naperville; vice president James P. Harvey, 21, of DeKalb; pledge advisor Omar Salameh, 21, of DeKalb; secretary Patrick W. Merrill, 19, of DeKalb; and event planner Steven A. Libert, 20, of Naperville, according to the news release.

“We are trying to understand the reality of our David’s death,” Bogenberger’s family said in a written statement issued through the DeKalb Police Department.

“It is almost impossible for us to accept that David is gone at the age of 19; that our future does not include his excitement at learning and growing; becoming a man; marrying and having children; that these events will never happen.

“We have no desire for revenge. Rather, we hope that some significant change will come from David’s death. Alcohol poisoning claims far too many young, healthy lives. We must realize that young people can and do die in hazing rituals. Alcohol-involved hazing and initiation must end.”

Police and prosecutors said the “Parent’s Night” event was not registered with either NIU officials or the fraternity’s national chapter, and school officials quickly moved to temporarily suspend the Pi Kappa Alpha’s status as a recognized student organization.

The university is “moving forward with organizational sanctions which may impact their permanent status as a recognized student organization,” according to a written statement from NIU spokesman Paul Palian.

In addition, the school found 31 members of the fraternity violated the university’s code of conduct and may face discipline up to expulsion, Palian said.

NIU also announced Monday disciplinary charges against 31 fraternity members and the Pi Kappa Alpha fraternity.  The charges stem from violations of the student code of conduct regarding hazing and alcohol consumption.

The students were notified of the charges Dec. 7 and will have the opportunity for a disciplinary hearing. Penalties include expulsion from school.

"There is evidence of violating the student code of conduct," said NIU spokesman Paul Palian.

"The fraternity was found to be involved in hazing. We have a zero tolerance for hazing."

Palian said he hopes students realize the consequences of hazing and binge drinking.

"I am sure certainly for the university’s student organizations, this is a situation that hits home and hopefully it will be a wake up call . This is a problem that is a national problem," he said.
 
mwalberg@tribune.com

jscohen@tribune.com

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Charlie Brown’s Christmas Reunion Will Ruin Your Childhood

We realize there’s only so much time one can spend in a day watching new trailers, viral video clips, and shaky cell phone footage of people arguing on live television. This is why every day The Atlantic Wire highlights the videos that truly earn your five minutes (or less) of attention. Today:

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Sometimes we don’t get art. Sometimes we really, really, don’t get it: 

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RELATED: When Hot Wheels Become a Reality and the Other Pitt

We love A Charlie Brown Christmas. We love Louie. We’re not quite if we love the two mixed together, but we’ll let you know right after we tell kids that Santa doesn’t exist: 

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Meet Basse Andersen of Arendal, Norway. He’s the biggest chicken/scaredy cat in the entire world. And on the bright side, he probably never has any bouts with the hiccups. 

Shifting gears from scaredy cats to actual cats, here’s the latest chapter in the eternal battle between printers and cats:

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Participant Media starts cable network for millenials

NEW YORK (TheWrap.com) – Participant Media, the company behind films including “Lincoln” and “The Help,” is starting a new cable network targeting millenial viewers, with content from Davis Guggenheim and The Jim Henson Company, among others.

It will be led by Evan Shapiro, who joined Participant in May after serving as President of IFC and Sundance Channel.

Participant has bought The Documentary Channel and entered into an agreement to acquire the distribution assets of Halogen TV from The Inspiration Networks. No terms were disclosed.

The combined and rebranded properties are expected to reach more than 40 million subscribers once the yet-to-be-named network launches in the summer.

“The goal of Participant is to tell stories that serve as catalysts for social change. With our television channel, we can bring those stories into the homes of our viewers every day,” said Participant chairman and founder Jeff Skoll.

Those producing content for the new network also include producer Brian Graden, The Jim Henson Company’s Brian Henson, columnist and blogger Meghan McCain, Morgan Spurlock, Gotham Chopra, filmmaker Mary Harron, writer/director Timothy Scott Bogart, and Cineflix Media, a TV producer and distributor in which Participant Media controls an equity interest.

Guggenheim directed the Oscar winning documentary “An Inconvenient Truth” for Participant.

“Our content will be specifically designed for the viewers that the pay TV eco-system is most at risk of losing,” said Shapiro. “We all know that Millennials are changing how media is consumed. However, they also have the strong desire and inimitable capacity to help change the world. Our research shows that there is a whitespace in the television landscape and we believe that a destination for ‘the next greatest generation’ will be a win for our affiliate partners, advertisers and the creative community.”

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Philippine Lawmakers Pass Reproductive Health Bill

MANILA — After a ferocious national debate that pitted family members against one another, and some faithful Catholics against their church, the Philippine Congress passed legislation on Monday to help the country’s poorest women gain access to birth control.

Jay Directo/Agence France-Presse — Getty Images

Supporters of a landmark reproductive health bill celebrated as the Philippine Congress passed legislation on Monday to help the country’s poorest women gain access to birth control. 

Jay Directo/Agence France-Presse — Getty Images

Opponents of a reproductive health bill, including a Catholic nun, looked at portraits of Philippine legislators as they passed a landmark measure Monday.

“The people now have the government on their side as they raise their families in a manner that is just and empowered,” said Edwin Lacierda, a spokesman for President Benigno S. Aquino III, who pushed for passage.

Each chamber of the national legislature passed its own version of the measure — by 13 to 8 in the Senate and 133 to 79 in the House of Representatives — and minor differences between the two must be reconciled before the measure goes to Mr. Aquino for his signature.

The measure had been stalled for more than a decade because of determined opposition from the Roman Catholic Church. Roughly four-fifths of Filipinos are Catholic.

Birth control is legal and widely available in the Philippines for people who can afford it, particularly those living in cities. But condoms, birth control pills and other methods can be difficult to find in rural areas, and their cost puts them out of reach for the very poor.

“Some local governments have passed local ordinances that banned the sale of condoms and contraceptives and forbid their distribution in government clinics, where most poor Filipinos turn for health care,” Human Rights Watch said in a statement on the issue, adding that the new bill would override such ordinances.

The measure passed on Monday would stock government health centers, including those in remote areas, with free or subsidized birth control options for the poor. It would require sex education in public schools and family-planning training for community health officers. The Philippines has one of the highest birthrates in Asia, but backers of the legislation, including the Aquino administration, have said repeatedly that its purpose is not to limit population growth. Rather, they say, the bill is meant to offer poor families the same reproductive health options that wealthier people in the country enjoy.

The United Nations Population Fund estimates that half of the 3.4 million pregnancies in the Philippines each year are unintended, and that there are 11 pregnancy-related deaths in the country each day, on average. Most of those could be avoided, the organization says, through improved maternal health care, a need that proponents say the new legislation will directly address.

Catholic Church officials took a hard line against the measure, saying it was out of line with the beliefs of most religious Filipinos. The church equated contraception with abortion, which is illegal in the Philippines.

“These artificial means are fatal to human life, either preventing it from fruition or actually destroying it,” the Catholic Bishops’ Conference of the Philippines said in a statement on the eve of the votes in Congress.

The statement cited health risks associated with some forms of birth control, but the bishops’ strongest objections have been lodged on moral rather than medical grounds. In a pastoral letter, they said: “The youth are being made to believe that sex before marriage is acceptable, provided you know how to avoid pregnancy. Is this moral? Those who corrupt the minds of children will invoke divine wrath on themselves.”

The legislation prompted a heated national debate in the Philippines over the role that government should play in family planning and women’s health.

“This bill no doubt has inflicted a very wide chasm of division in our society,” said Juan Ponce Enrile, the president of the Senate. “Families are even divided, mother and daughter differing in their views, husband and wife differing in their views.” Mr. Enrile opposed the bill; his son, Juan, a congressman, voted in favor of it.

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Reyes goes craft with Windy City deal

Independent breweries are still a niche category in the marketplace, but interest in them continues to grow.

Reyes Beverage Group, a division of global food and beer distributor Reyes Holdings of Rosemont, said Sunday it has reached an agreement to purchase Windy City Distribution, a well-regarded distributor of craft beers.

Brothers Jim and Jason Ebel founded Windy City in 1999. The firm operates as a distributor across eight northern Illinois counties for more than 40 craft breweries, such as Tyranena, Lagunitas and Jolly Pumpkin Artisan Ales. The Ebels also are the brewers behind Warrenville-based Two Brothers beer.

The deal, which is expected to close by the end of the year, is yet another sign of the coming-of-age of the craft beer scene, which is now much more part of the mainstream beer industry. In 2012, 442 craft breweries opened, according to the Beer Institute. The Brewers Association, a trade association, said sales of craft brews increased 14 percent in the first half of 2012 and volume jumped 12 percent.

While the beer industry overall has shown limited growth, the explosive interest in craft beer is enticing giants such as Anheuser-Busch, the maker of Budweiser, and MillerCoors, both of which have struggled to enter the craft market on their own. Since acquiring Chicago's Goose Island in 2011, Anheuser-Busch has aggressively expanded that well-known label. Earlier this year, it revealed plans to increase Goose Island's distribution to all 50 states, making it one of the few craft brands with a true national footprint.

Reyes' Chicago Beverage Systems and Windy City will not integrate their operations. Windy City's president, Bob Collins, and his management team will join Reyes. Chicago Beverage Systems distributes Miller, Coors and Heineken brands, among others.

"Windy City Distributing will be a new entity in our network focused solely on the craft beer market," said Ray Guerin, chief operating officer of Reyes Beverage Group. "I look forward to working with Windy City to learn more about servicing the craft beer industry while providing Reyes Beverage Group's expertise to help Windy City expand."

Terms of the transaction were not disclosed. Both companies are privately held.

mmharris@tribune.com

Twitter @chiconfidential

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Bears fall to 8-6 after 21-13 loss to Packers

Chicago Bears receiver Brandon Marshall on the struggles of the offense in loss to Packers.

Minutes after Brandon Marshall said everyone involved with the Bears offense should be held accountable, he darted out of the Soldier Field locker room, leaving behind his sad-looking Charlie Brown Christmas tree.

There will be no NFC North crown underneath the tree this season for the Bears. As far as the playoffs, they no longer control their own destiny, not after the Packers thumped them 21-13 Sunday to win the division, secure a playoff berth and extend recent dominance in the series.

The 8-6 Bears have lost five of their last six games overall and six straight in the rivalry. Suddenly, they trail the Vikings in the division and must calculate wild-card tiebreakers against everyone in the NFC East except the Eagles.

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Maybe what Marshall is seeking under his tree now is sweeping changes at Halas Hall.

"It's the same every single game," said Marshall, who stirred things up during the week with his passionate anti-Packers news conference. "We need to be held accountable. What I have to do is try my best to keep it together and not let this affect me because it's starting to affect me more than it should."

There is no guarantee general manager Phil Emery, who gambled in trading for Marshall, will shake things up at the end of the season and fire coach Lovie Smith, who is signed through 2013. The Bears close out the season at Arizona and at Detroit, and with 10 victories, they would have a reasonable chance at reaching the postseason.

Things are slipping for Smith when it comes to battling Green Bay, the opponent he made such a big deal of in his introductory news conference. This game was made closer by two missed field goals from Mason Crosby, whose job status is now tenuous, at best. Smith is 2-9 against quarterback Aaron Rodgers after ending Brett Favre's mastery of the Bears.

On his third offensive coordinator in four seasons and fourth overall, it's fair to wonder if the team will ever get that side of the ball right under Smith. It's also worth wondering if chairman of the board George McCaskey will play a central role in end-of-season decisions. It may come down to candid discussions about whether Smith and his staff or a flawed roster are more to blame for a painful free fall.

"We have to get to the playoffs a different way," Smith said. "That's the only thing we can think about right now."

To get to 10-6 the Bears must end the rough stretch that has dismantled the momentum of a 7-1 start. They have what appear to be two winnable games ahead but are averaging just 14.2 points in the last six games.

Once again Rodgers outdueled Cutler, now 1-7 against Green Bay. Rodgers fired three touchdown passes to James Jones, completing 23 of 36 passes for 291 yards.

The game swung late in the first half when Cutler and Devin Hester were mixed up and the ball was thrown directly to cornerback Casey Hayward. Rodgers quickly hooked up with James for their second score and Green Bay (10-4) led 14-7 at halftime.

The Packers then used a 13-play drive to open the third quarter, getting a pass interference call against free safety Chris Conte on tight end Jermichael Finley in the end zone on third-and-13 from the 17-yard line. The next play was another touchdown pass to Jones.

There were five pass interference calls in the game and four went against the Bears — three on wide receiver Alshon Jeffery, including one that negated a 1-yard touchdown pass on fourth-and-1 after Matt Forte failed to run it in on two tries from the 1.

"That's not what lost us this game," said Cutler, who completed 12 of 21 passes for 135 yards and a 15-yard touchdown pass to Marshall that staked the Bears to a 7-0 lead in the second quarter.

Marshall was limited to six receptions for 56 yards, and Forte caught five passes for 64 yards. The only other reception was made by running back Armando Allen on a screen. Forte carried six times for 37 yards on the game-opening drive that was sabotaged by center Roberto Garza's false start. But the back ran 14 times for only 32 yards the rest of the way.

Rookie left guard James Brown started and was pulled, and right tackle Jonathan Scott left the game with a hamstring injury. The offense used two right tackles, two right guards and two left guards in a messy rotation.

It encapsulates the second half of the season, where Marshall is the only bright spot and with him and his teammates left to wish for something.

"It's like you're in quicksand and you keep fighting and fighting, waiting for something to happen," defensive lineman Israel Idonije said. "It's tough."

bmbiggs@tribune.com

Twitter @BradBiggs

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‘Hobbit’ bests ‘Rings’ with $84.8 million opening

NEW YORK (AP) — Peter Jackson‘s “The Hobbit” led the box office with a haul of $ 84.8 million, a record-setting opening better than the three previous “Lord of the Rings” films.

The Warner Bros. Middle Earth epic was the biggest December opening ever, surpassing Will Smith’s “I Am Legend,” which opened with $ 77.2 million in 2007, according to studio estimates Sunday. “The Hobbit: An Unexpected Journey” also passed the December opening of “Avatar,” which opened with $ 77 million. Internationally, “The Hobbit” also added $ 138.2 million, for an impressive global debut of $ 223 million.

Despite weak reviews, the 3-D adaptation of J. R. R. Tolkien‘s first novel in the fantasy series was an even bigger draw than the last “Lord of the Rings” movie, “The Return of the King.” That film opened with $ 72.6 million. “The Hobbit” is the first of another planned trilogy, with two more films to be squeezed out of Tolkien’s book.

While Jackson’s “Rings” movies drew many accolades — “The Return of the King” won best picture from the Academy Awards — the path for “The Hobbit” has been rockier. It received no Golden Globes nominations on Thursday, though all three “Rings” films were nominated by the Hollywood Foreign Press Association for best picture.

Particularly criticized has been the film’s 48-frames-per-second (double the usual rate), a hyper-detailed look that some have found jarring. Most moviegoers didn’t see “The Hobbit” in that version, though, as the new technology was rolled out in only 461 of the 4,045 theaters playing the film.

Regardless of any misgivings over “The Hobbit,” the film was a hit with audiences. They graded the film with an “A” CinemaScore.

“What’s really important, what makes this special is the CinemaScore,” said Dan Fellman, president of domestic distribution for Warner Bros. “All these things point to a great word of mouth. We haven’t even made it to the Christmas holidays yet. Kids are still in school this week.”

The strong opening culminated a long journey for “The Hobbit,” which was initially delayed when a lawsuit dragged on between Jackson and “Rings” producer New Line Cinema over merchandizing revenue. At one point, Guillermo del Toro was to direct the film with Jackson producing. But eventually the filmmaker opted to direct the movie himself, originally envisioning two “Hobbit” films. The production also went through the bankruptcy of distribution partner MGM and a labor dispute in New Zealand, where the film was shot.

The long delay for “The Hobbit,” nearly a decade after the last “Lord of the Rings” film, made it “one of those movies that had everyone scratching their heads as to how it would open,” said Paul Dergarabedian, an analyst for box-office tracker Hollywood.com.

“It’s been a decade since the ‘Lord of the Rings‘ trilogy concluded,” said Dergarabedian. “There’s been so much anticipation for this film and having Peter Jackson back at the helm just made it irresistible both to fans and the non-initiated alike.”

“The Hobbit” was far and away the biggest draw in theaters, with no other new wide release. Paramount’s “Rise of the Guardians” continued to draw the family crowd, with $ 7.4 million, bringing its cumulative total to $ 71.4 million. The Oscar contender “Lincoln” from Walt Disney crossed the $ 100 million mark, adding another $ 7.2 million to bring its six-week total to $ 107.9 million. And Sony‘s James Bond film “Skyfall,” with another $ 7 million domestically, drew closer to a global take of $ 1 billion.

The box office continued to be on the upswing and with anticipated releases like “Les Miserables,” ”Django Unchained” and “The Guilt Trip” approaching in the holiday moviegoing season. Dergarabedian expects the year to break the 2009 record of $ 10.6 billion. With some $ 10.2 billion in revenue thus far, he said, “We’re on track to be in that realm.”

Estimated ticket sales for Friday through Sunday at U.S. and Canadian theaters, according to Hollywood.com. Where available, latest international numbers are also included. Final domestic figures will be released Monday.

1. “The Hobbit: An Unexpected Journey,” $ 84.8 million ($ 138.2 million international).

2. “Rise of the Guardians,” $ 7.4 million ($ 20.1 million international).

3. “Lincoln,” $ 7.2 million.

4. “Skyfall,” $ 7 million ($ 12.2 million international).

5. “Life of Pi,” $ 5.4 million ($ 11.5 million international).

6. “The Twilight Saga: Breaking Dawn, Part 2,” $ 5.2 million ($ 13 million international).

7. “Wreck-It Ralph,” $ 3.3million ($ 4.7 million international).

8. “Playing for Keeps,” $ 3.2 million ($ 1.4 million international).

9. “Red Dawn,” $ 2.4 million.

10. “Silver Linings Playbook,” $ 2 million ($ 370,000 international).

___

Estimated weekend ticket sales at international theaters (excluding the U.S. and Canada) for films distributed overseas by Hollywood studios, according to Rentrak:

1. “The Hobbit: An Unexpected Journey,” $ 138.2 million.

2. “Rise of the Guardians,” $ 20. 1 million.

3. “The Twilight Saga: Breaking Dawn, Part 2,” $ 13 million.

4. “Skyfall,” $ 12.2 million.

5. “Life of Pi,” $ 11.5 million.

6. “Wreck-It Ralph,” $ 4.7 million.

7. “26 Years,” $ 3.5 million.

8. “Whatcha Wearin’? (My P.S. Partner),” $ 3 million.

9. “Tutto Tutto Niente Niente,” $ 2.4 million.

10. “Pitch Perfect,” $ 2.3 million.

___

Universal and Focus are owned by NBC Universal, a unit of Comcast Corp.; Sony, Columbia, Sony Screen Gems and Sony Pictures Classics are units of Sony Corp.; Paramount is owned by Viacom Inc.; Disney, Pixar and Marvel are owned by The Walt Disney Co.; Miramax is owned by Filmyard Holdings LLC; 20th Century Fox and Fox Searchlight are owned by News Corp.; Warner Bros. and New Line are units of Time Warner Inc.; MGM is owned by a group of former creditors including Highland Capital, Anchorage Advisors and Carl Icahn; Lionsgate is owned by Lions Gate Entertainment Corp.; IFC is owned by AMC Networks Inc.; Rogue is owned by Relativity Media LLC.

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Mislabeled Foods Find Their Way to Diners’ Tables

ATLANTA — The menu offered fried catfish. But Freddie Washington, a pastor in Tuscaloosa, Ala., who sometimes eats out five nights a week and was raised on Gulf Coast seafood, was served tilapia.

Dustin Chambers for The New York Times

Consumers are misled most frequently when they buy fish, investigators say, because diners have such limited knowledge about seafood. 

It was a culinary bait and switch. Mr. Washington complained. The restaurant had run out of catfish, the manager explained, and the pastor left the restaurant with a free dinner, an apology and a couple of gift certificates.

“If I’m paying for a menu item,” Mr. Washington said, “I’m expecting that menu item to be placed before me.”

The subject of deceptive restaurant menus took on new life last week when Oceana, an international organization dedicated to ocean conservation, released a report with the headline “Widespread Seafood Fraud Found in New York City.”

Using genetic testing, the group found tilapia and tilefish posing as red snapper. Farmed salmon was sold as wild. Escolar, which can also legally be called oil fish, was disguised as white tuna, which is an unofficial nickname for albacore tuna.

Every one of 16 sushi bars investigated sold the researchers mislabeled fish. In all, 39 percent of the seafood from 81 grocery stores and restaurants was not what the establishment claimed it was.

“This thing with fish is age old, it’s been going on forever,” said Anne Quatrano, an Atlanta chef who opened Bacchanalia 20 years ago and kick-started the city’s sustainable food movement. “Unless you buy whole fish, you can’t always know what you’re getting from a supplier.”

Swapping one ingredient for a less expensive one extends beyond fish and is not always the fault of the person who sells food to the restaurant. Many a pork cutlet has headed to a table disguised as veal, and many an organic salad is not.

The term organic is regulated by the Department of Agriculture, but many other identifying words on a menu are essentially marketing terms. Unscrupulous chefs can falsely claim that a steak is Kobe beef or say a chicken was humanely treated without penalty.

In cases of blatant mislabeling, a chef or supplier often takes the bet that a local or federal agency charged with stopping deceptive practices is not likely to walk in the door. “This has been going on for as long as I’ve been cooking,” said Tom Colicchio, a New York chef and television personality. “When you start really getting into this stuff, there’s so many things people mislabel.”

At Mr. Colicchio’s New York restaurants, all but about 5 percent of the meat he serves is from animals raised without antibiotics, he said. It costs him about 30 percent more, so he charges more. “Yet I have a restaurant down the street that says they have organic chicken when they don’t, and they charge less money for it,” he said. “It’s all part of mislabeling and duping the public.”

Consumers are misled most frequently when they buy fish, investigators say, because there are so many fish in the sea and such limited knowledge among diners. The Food and Drug Administration lists 519 acceptable market names for fish, but more than 1,700 species are sold, said Morgan Liscinsky, a spokesman with the agency.

Marketing thousands of species in the ocean to a dining public who often has to be coaxed to move beyond the top five — shrimp, tuna, salmon, pollock and tilapia — is not an exact science.

The line between marketing something like Patagonian toothfish as Chilean sea bass or serving langostino and calling it lobster is a fine one.

Robert DeMasco, who owns Pierless Fish, a wholesaler in New York, used a profanity to describe someone who buys farm-raised fish and sells it as wild. “But on some of this, they’re splitting hairs,” he said.

In 2005, a customer sued Rubio’s, a West Coast taco chain, for misleading the public by selling a langostino lobster burrito. The FDA ruled that practice acceptable, which allowed chains like Long John Silver’s and Red Lobster to sell the crustacean called langostino and legally attach the word lobster to it. Maine lobstermen and lawmakers fought the decision unsuccessfully.

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Hillshire Brands starting up in new space

Hillshire Brands, formerly known as Sara Lee, is prepare to move their operation from a Downers Grove corporate campus to a downtown Chicago location. (Chris Walker, Chicago Tribune)

Hillshire Brands was literally on the move this past week.

The $4 billion meat company, carved from Sara Lee Corp. and anchored by Hillshire Farm, Jimmy Dean and Ball Park brands, moved from a gleaming, glassy corporate campus in Downers Grove — complete with a fountain in a man-made lake — into a refurbished industrial building in Chicago's noisy West Loop.

Aside from the logistical ballet in relocating about 600 employees and contractors, the move is expected to stimulate a new and innovative culture that Hillshire needs for growth.

Sara Lee began working on the move about a year ago when it signed a lease for the building at 400 S. Jefferson St. After spinning off its international beverage business, Sara Lee changed its name to Hillshire Brands in June and turned to a new management team. CEO Sean Connolly calls the move part of Hillshire's "rebirth."

On Wednesday evening, technical staff began disconnecting office computers, and employees were asked to work from home.

Moving trucks arrived in Downers Grove on Thursday and were to haul office contents in reusable plastic crates 23 miles to the new space by Friday evening. On Saturday, IT staff were to reconnect computers, copiers and printers with the expectation that on Monday, Hillshire employees can begin work. The company has declined to say how much it's spending on the move or building out the new space.

Moving a corporate headquarters is a complex undertaking.

"It's really about those hundreds of details you have to keep track of," explained Brian Hunter, a 12-year veteran of the company's real estate department whose team orchestrated the move. He came with plenty of experience. Seven years ago he consolidated three company offices and 1,100 employees at the Downers Grove campus. But this move is part of something bigger.

"This isn't a coming together under one roof," Hunter said. "It's completely different, a rebirth if you will. We've disposed of several businesses, spun off some things and emerged with a new name, new culture and new leadership. And that was a reason for selecting a location where Hillshire could take the entire building, rather than rent a few floors in a skyscraper.''

A major challenge was making the move work within four months, starting Aug. 1, when Hillshire got access to the interior of the building. That's when crews began constructing pantries, kitchens, cubicle pods, offices, conference rooms and private phone booths, a nod to employees who lost offices as part of a more open floor plan.

Built in 1944 to house a lithograph company, the building is probably known to thousands of baby boomers because it was used as an examining and entrance station for inductees into the armed forces during the Vietnam War.

The building largely was vacant when Sterling Bay Cos. purchased it late last year, then spent $24 million on renovations over roughly an eight-month period. Windows were added, walls and two internal water towers were taken down, and the roof was replaced.

The space's modern look — white walls and splashes of lime green and bright orange in the furniture and upholstery — is offset by lingering elements of the old building. For instance, holes from old conduit boxes still show, an effort to be "authentic," Hunter said.

Open communication

A lesson Hunter learned from the office consolidation seven years ago is that there's no such thing as too much communication. Earlier this year he launched a monthly newsletter called "the 411 on 400" a nod to the company's new address on South Jefferson Street. Recently it morphed into a weekly email, reminding employees how to pack and when, and what to expect. The tone was lighthearted. In keeping with his jovial spirit, Hunter dusted off his old hard hat from the last move. It has a Sara Lee logo on one side, so he slapped a Hillshire Brands sticker on the other.

Town hall meetings were held, at which employees were shown mock-ups of their future workspaces and photos of what was being built. Hunter's presentations included virtual tours. In addition, some team leaders took their people on building tours. Some made practice runs of their new commutes, as some employees' trips will lengthen significantly.

With the idea of getting employee buy-in, Hunter's team put four types of cubicles on display at the company's campus and asked for feedback. Employees voted for their favorites online, and the company purchased the cubicles with the most votes.

The communication efforts appear to have made a difference.

"I have never felt like I was in the dark," said Mike Schwartz, a 31-year-old assistant brand manager for Ball Park. He also credited Hunter's team with having "done a very good job being honest about the move."

Schwartz, who lives in Glenview, had a 35-minute driving commute to Downers Grove. The move to the West Loop will stretch his commute beyond an hour. That includes driving to the train, a Metra ride and walking to the office. But Schwartz said he's looking forward to the "excitement and energy" of a downtown work environment. He's also looking forward to catching up with grad school friends who live in the city, either at lunch or with beers after work.

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