- History
“McDonald’s is the largest chain of hamburger fast food restaurants in the world. There was about 32,000 restaurants all over the world. Indeed, you would probably be hard pushed to find a country that does not have a McDonald’s restaurant. The start was in the first half of the 20th Century by two brothers; Richard and Maurice McDonald.
The two brothers opened their first restaurant in 1940 in San Bernardino, California with McDonald’s Barbecue restaurant. They had a false start, they were both the kind of American restaurant where cars park around a central hub (where the food is prepared) and it is delivered to the waiting customers by 'car hops'.
In 1948 problems interfered and the brothers became disaffected, the style of restaurant, the pressures of full menu, and the hassle of managing staff. To scale down the operation; they developed an idea of ‘assembly line’ whereby to reduce menu –contain only hamburgers, cheeseburgers, French fries and drink- which could be faster and cheaper. And try to attracted more customers. In December 12, 1948 the new revamped McDonald’s Restaurant opened, and Richard McDonalds cooked the first McDonald’s Hamburger.
After next few years, McDonald’s restaurant became strength more and more, they design logo which called ‘Speedee’’ and it was the first logo of McDonald’s. Speedee was a man with a chef's hat on top of a hamburger shaped head. He was replaced by Ronald McDonald in 1967. Also they had a slender yellow arch built at each end of the building, looping over it but not yet joined together to make the now famous ‘M’”
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- The growth of McDonald’s restaurant
“In 1954: Ray Kroc was a salesman for a company that made milkshake mixers
In 1960: Kroc decided that the chain could make more money if it appealed to children his by the clown Ronald McDonald is the Chief Happiness Officer (CHO) of McDonald’s.
In 1968: The Big Mac was created
In 1973: The Egg McDuffie (the first breakfast product from McDonald's) was invented
McDonald's has continued to expand into more and more countries like about 117 countries the first restaurant opening in Australia in 1971”.
- Products/Services offered
McDonald’s is committed to providing high quality of food and superior service, at a good value, in a clean and welcoming environment. That’s why they work with their employees, franchisees, and suppliers to serve a balanced array of food choices and provide the nutrition information needed for customers to make sound decisions.
At the restaurant level, McDonald’s is focused on energy conservation, sustainable packaging, and waste management. They are dedicated to innovation and improving their operations in order to build an even more sustainable, environmentally friendly, and profitable business. And they will continue to optimize their menu, modernize the customer experience, and broaden accessibility to their brand, so that consumers will always enjoy the maximum McDonald’s experience.
- Size of company
How big is McDonald’s? The size of the restaurant can be determined by looking at the number of employees working for the firm. McDonald’s company employed around 1.7 million workers. For the fiscal year 2008, the total revenue posted by the firm was $22.6 billion. The operating income of the firm amounted to $6.51 billion while the net income was $4.31 billion. The total asset of the company for the year was $29.2 billion. Finally, the total equity posted by the corporation was $13.2 billion.
Another way of looking at the size of this establishment is by determining the number of fast food chains operated by McDonald’s. The firm manages more than 33,000 restaurants in 119 countries. The firm also manages other brands like the Piles Café. In addition to this, the restaurant has a stock in Chipotle Mexican Grill. In 2003, the company acquired Donates Pizza.
- Where in the world does it operate?
McDonald's is the world's leading global foodservice retailer with more than 33,000 locations serving nearly 68 million customers in 119 countries each day.
McDonald’s operations have steadily grown in the U.S., Europe, the Middle East, Asia-Pacific, Africa, Canada, and Latin America
- Suppliers/Partner demographics
“McDonald’s has built a system of quality, service and cleanliness (QSC) into every aspect of its business - from its suppliers to its restaurants-
Gaviña Gourmet Coffee
McDonalds has long relationship with Gaviña from 25 years ago, the start began when Gaviña found the rich coffee-bearing soils of Central and South America. Then, Gaviña established a coffee roasting plant in Southern California, Today; Gaviña's state of the art facility is located in Southern California. It's dedicated to creating gourmet coffee, innovative new coffee concepts, and, through their training program, teaching McDonald's employees the art of brewing great coffee. McDonald's customers enjoy over 400 million cups of Gaviña coffee a year. They have grown to be one of the world's foremost gourmet producers, who, according to Pedro, "Deliver the best coffee in the world to McDonald's."
Lopez Foods
Loops have been supplying McDonald’s with 100% beef for more than 25 years.“I think what makes Lopez Foods special is the family atmosphere that we all have in the company. And, from management all the way down to the production workers, we come together to achieve that goal on McDonald’s quality.” - Ed Sanchez, CEO, Lopez Foods.”
100 Circle Farms
“We can dig anywhere from a thousand to twenty four hundred tons of potatoes per day…and the majority of these will go into McDonald’s Fries.” - Troy Grimes, Director of Farm & Dairy Operations, Lamb WestonProcessor, Lamb Weston, started since 1971 (38+ years’ worth of making fries).
“Keystone provides chicken, beef, and fish. Also they developed Quick Freezing process (cryogenics). And started in the 60s, collaboration with McDonald’s started in the 70s”.
- Consumer/Customer base:
The customer base is the group of customers and/or consumers that a business serves. In the most situations, a large part of this group is made up of repeat customers with a high ratio of purchase over time. These customers are the main source of consumer spending. In many cases, the customer base is considered the business's target market, where customer behaviors are well understood through market research or past experience. All actions the company takes would be through consideration of its customer base.
You mention that during its darkest years McDonald's failed to improve its brand experience by ignoring three things: renovation, innovation and marketing. By renovation, we mean the continuous improvement of product and service quality. The choice is clear—continuous improvement or continuous decay. During the years preceding 2002, McDonald’s focused on cost reduction. Innovation is also an imperative. But innovation must be based not on marketing trial and error. Marketing is also a growth driver. Effective marketing is essential for enduring profitable growth.
Last week McDonald’s announced another strong sales performance for US stores in the 4th quarter. This marks a year where McDonald’s posted healthy same store sales growth consistently throughout the year while the competition struggled. At the heart of their success was a loyal customer base. Thirty percent of the US population is a loyal McDonald’s customer. Loyal McDonald’s customers go to McDonald’s for lunch/dinner more than 30 times a year… three times the rate of the non-loyal customer
A strong base of loyal customers provided McDonald’s with a resilient customer base that stayed with them during rough economic conditions. With such a large and frequent loyal customer base, McDonald’s is always an option.
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