The article features the McDonald's Hamburger University, in Oak Brook, Illinois. The University is said to play a key role in the company's turn-around plan. It started in 1961, at the basement of a McDonald's restaurant. Diana Thomas, the current dean of the university, has coordinated with Ralph Alvarez, McDonald's chief operating officer, for the revitalization of the university. With the company's The Plan to Win, the university became central in the introduction and rolling out of the five-point plan which gives focus on the people, the products, place, price, and promotion.