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McDonald's Corporation (NYSE: M CD) is the world's largest chain of hamburger fast food restaurants, serving more than 58 million customers daily. In addition to its signature restaurant chain, McDonalds Corporation held a minority interest in Pret A Manger until 2008, was a major investor in the Chipotle Mexican Grill until 2006, and owned the restaurant chain Boston Market until 2007. A McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27% over the three years ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion. McDonald's primarily sells hamburgers, cheeseburgers, chicken products, French fries, breakfast items, soft drinks, shakes, and desserts. In response to obesity trends in Western nations and in the face of criticism over the healthiness of its products, the company has modified its menu to include alternatives considered healthier such as salads, wraps and fruit. McDonald's restaurants are found in 119 countries and territories around the world and serve nearly 47 million customers each day. McDonald's operates over 31,000 restaurants worldwide, employing more than 1.5 million people. The company also operates other restaurant brands, such as Piles Caf. Focusing on its core brand, McDonald's began divesting itself of other chains it had acquired during the 1990s. The company owned a majority stake in Chipotle Mexican Grill until
October 2006, when McDonald's fully divested from Chipotle through a stock exchange Until December 2003, it also owned Donatos Pizza. On August 27, 2007, McDonald's sold Boston Market to Sun Capital Partners.
History
The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee." Speedee was eventually replaced with Ronald McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having a puffed out costume legs. McDonald's first filed for a U.S. trademark on the name McDonald's on May 4, 1961, with the description "Drive-In Restaurant Services," which continues to be renewed through the end of December 2009. In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched "M" symbol. The overlapping double arched "M" symbol logo was temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch, shaped over many of the early McDonald's restaurants in the early years. The modern double arched "M" symbol that continues to be in use today at McDonald's restaurants did not appear until November 18, 1968, when the company filed a U.S. trademark on the now famous symbol that continues to be in use through the end of the year 2009. The first McDonald's restaurants opened in the United States, Canada, Costa Rica, Panama, Japan, the Netherlands, Germany, Australia, France, El Salvador and Sweden, in order of openings. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois, on April 15, 1955, [8] the ninth McDonald's restaurant overall. Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion, and the company became listed on the public stock markets in 1965. [9] Kroc was also noted for aggressive business practices, compelling the McDonald brothers to leave the fast food industry. The McDonald brothers and Kroc feuded over control of the business, as documented in both Kroc's autobiography and in the McDonald brothers' autobiography. The site of the McDonald brothers' original restaurant is now a monument.[10] With the expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life. Its prominence has also made it a frequent topic of public debates about obesity, corporate ethics and consumer responsibility.
Products
McDonald's original restaurant in San Bernardino, California served only hamburgers, milkshakes, and French fries. While still based on hamburgers, today's menu includes numerous other items that have been added through the years. Below are listed the basic items sold by the company.
Big Mac: Along with the Quarter Pounder with cheese, this is one of the two McDonald's signature menu items. Introduced in 1968 as a response to the flagship burger at Big Boy restaurants. Two 1.6-ounce (45 g) (approx. uncooked weight) ground beef patties, special Big Mac sauce (similar to Thousand Island dressing), re-hydrated onions, two pickle slices, shredded iceberg lettuce, and cheese, on a toasted bun, with an additional middle bun (called a "club layer") separating both beef patties.
McChicken - A mildly spicy chicken sandwich. Made from 100% white meat chicken. Mayonnaise, and shredded lettuce, on a toasted bun. It was introduced in 1980, then later removed, but then later reintroduced in 1988. In some markets it is not spicy, and in others a Cajun spiced version is also offered. It still remains one of the biggest sellers, just behind the Big Mac.
Premium chicken sandwiches - The Classic is a rebranding of the Crispy Chicken and Chicken McGrill sandwiches, with mayonnaise, leaf lettuce, and a tomato slice. The Ranch BLT contains ranch sauce instead of mayonnaise and includes bacon. The Club is similar to the Classic with added bacon and a piece of Swiss cheese. In Latin America, there are the Classic, the Club, but instead of the BLT, a Honey- mustard chicken sandwich. All are served on a honey-wheat roll, with either a grilled or crispy chicken breast.
Chicken McNuggets - Introduced in 1980 as a replacement for the McChicken, these are small chicken chunks served with dipping sauces of Barbecue, Sweet n' Sour, Honey, and Hot Mustard. Available in 4, 6, 10 (originally 9), or 20 pieces. Up until 2003, they were a combination of liquefied white and dark meat, now they are made with only liquefied white meat.
Filet-O-Fish - A whitefish fillet with tartar sauce and a half slice of cheese, on a steamed bun. It was introduced in Cincinnati in 1963 when it was discovered that many Roman
Catholics chose to eat at Frisch's Big Boy on Fridays and during Lent, as it offered a fish sandwich so they could go without meat.[11] They were replaced with the Fish Filet Deluxe in 1996 and brought back in 1998 abiet a larger fish patty.
McVeggie- A mildly spicy veg burger containing patty, lettuce and sauce The Happy Meal - McDonald's created the concept of a children's meal when it introduced the first Happy Meal in 1979. The meal includes an entree, a side order, beverage and a toy. The toy is usually a product tie-in with a movie or popular television show.
McDonald's first introduced salads to its menu in 1985. Since that time, they have restructured their salad lines several times. In the U.S., the newest salad offerings are part of the McDonald s . First introduced in 2003, the Premium Salads all are a mixture of iceberg lettuce and a special lettuce assortment (romaine, etc.), with cherry tomatoes and different toppings to differentiate them; additionally all salads can be topped with warm grilled or crispy chicken. All of its salads are part of McDonald's move towards creating a healthier image.
McDonald's sells French fries as its primary side order. Until 1967, French fries were never frozen, but were cut on-site from potatoes and immediately fried. In international locations, they sell potato wedges, a type of French fry that is thick cut and wedge shaped and fried onion pieces that are similar to onion rings.
From 1940 until 1972, McDonald's did not serve breakfast. McDonald's introduced breakfast foods for the first time in 1972.
Breakfast
McMuffins are McDonald's signature breakfast sandwich, first sold at select restaurants in 1972 as the Egg McMuffin, just five years before breakfast officially went into effect, it consists of a fried egg, Canadian Bacon, and American cheese on a toasted English muffin. Sausage or bacon McMuffins are also available.
McDonald's offers a line of breakfast sandwiches: bagels, biscuits, and a special type of maple flavored pancake called McGriddles. All can all be ordered with sausage, ham or bacon, with an optional choice of cheese and/or egg. Regional meat offerings include fried chicken, steak and bacon.
Beverages
McDonald's primary soft drink supplier is the Coca-Cola Company, except in restaurants which fall under an overall contract with PepsiCo
. S&D Coffee, Gavina and Kraft supply McDonald's Premium Roast Coffee for McDonald's US restaurants besides the New England area. Green Mountain Coffee Roasters supplies Newman's Own branded coffee for McDonald's New England area restaurants.
Hot and iced tea (supplied by S&D Coffee in the US), hot chocolate, various juices and other regional beverages are available in various markets.
The McCafe is an umbrella term for lattes, espresso, iced coffee, hot chocolate, mocha, smoothies, and other drinks that are sold in several markets worldwide. Milkshakes are available in all of McDonald's US and global markets(except for the Paraguayan branches)[ Permanent flavors are vanilla, strawberry, and chocolate; regional or seasonal flavors include Caramel, Coffee, Cherry, Eggnog (Limited Time Offer shake for Christmas), Banana, Pumpkin (during Halloween), Strawberry Banana, Mango Raspberry, Honeycomb, Arctic Orange(sherbet),Shamrock Shake (a green, spearmint Limited Time Offer shake for St. Patrick's Day),Chocolate Mint, and Rolo (available only in Canada and the UK. This flavored milkshake was also available in the Republic of Ireland during the summer of 2007 for a limited time only). In June 1975, 13
Desserts
A soft serve ice cream product is available in several forms, including sundaes, cones (either vanilla, chocolate (Most McDonalds have discontinued to sell it, due to it being an "optional" item) or chocolate-dipped), and as the primary ingredient in the McFlurry. As with many other formulations of soft serve, cellulose gumis utilized as an extender and thickener.
TheMcFlurry is a vanilla ice cream dessert that has pieces of candy, fruit or cookies mixed into it. The mixing blade for the dessert is actually a specially designed spoon with a hollow handle that attaches to the mixer spindle. The blade is used once then given to the customer to use to eat the product. Available in most of its markets.[18]
markets. Pies: McDonald s pies are actually turnovers and come in a choice of apple, cherry and other seasonal or limited-time-only flavors such as pumpkin pie and haupia pie in Hawaii.
Vegetables from Ludhiana (Punjab) Chicken from Mumbai (Maharashtra) French fries from USA Valla Mine fish from New Zealand
materials and their distribution to manufacturing as they are required. Operations: The processes of transforming inputs into finished products and services. Outbound Logistics : The warehousing and distribution of finished goods. Marketing & Sales: The identification of customer needs and the generation of sales. Service: The support of customers after the products and services are sold to them. Technology development: Technologies to support valuecreating activities.
INPUTS
Breaded vegetable patty (peas, carrots, green beans, red capsicum, potatoes) Breaded chicken patty. Breaded Filet-O-Fish. Spicy bread with continental vegetables Spicy bread with seasoned chicken cubes Tortilla bread filled with spicy salsa
Lettuce Special sauce Tartar sauce Spicy sauce Egg less sauce Italian tomato sauce Bun Sesame seed bun Processed cheddar cheese Mexican fried chicken Tomatoes Vegetable Oils
OUTPUTS
McChicken burger Filet-o-fish Veg pizza McPuff McVeggie burger McVeggie burger with cheese McCurryPan Veg McCurry non-veg Wrap-veg Wrap non-veg
McAloo tikki burger Crispy Chinese Beverages and hot beverages Finger food
Equipments
FRY MASTERGRILLER TOAST MASTER NON VEG FREEZER VEG FREEZER CHILLER
SANITIZER
PROCESS
The food manufacturing process at Mc Donalds is completely transparent and the whole process is visible to the customers. In fact, the fast food joint allows its customers to view and judge the hygienic standards at Mc Donalds by allowing them to
enter the area where the process takes place. The customers are invited to check the ingredients used in food.
Weaknesses
It uses advertising that mostly targets children. High employee turn-over. It has yet to accomplish going on the trend of organic food. Price competition with the competitors resulting in low revenue. Lack of innovative products.
Opportunities
It can adapt to the needs of the societies and undergo an innovative product line. It can research ways to use green energy and packaging which will work as a part of their promotional effort as well as fulfill their social responsibility. It can create new product offerings, use mobile text messaging to offer services that appeal to consumers. It can upscale some of its restaurant settings at luxurious locations to attract more customers. It can provide optional items that are regarded to be the basis of allergy for some. It can slow down the level of expansion in order to increase the profitability of the organization.
Threats
The recession negatively impacts the holding position of the firm regarding its revenue streams, even though they are quite diversified.
Foreign currency fluctuations are regarded to be a major problem as it uses standard pricing for its food items. More restaurants that are increasing their food offering and declining the price. Health issues regarding the fast food chain. Heavy investments on promotional campaigns which decrease the gaining of market share. Some parents criticize the firms cradle to grave marketing strategy that focuses on kids, who later on take it as a trend to their adulthood. Sued various times for unhealthy food, usually with addictive additives. Emergence of major fast food competitors: Burger King, Starbucks, Wendys, Taco Bell, KFC. The expansion has made the firm vulnerable to the slow economies of the other countries.
Advantage: Reasonable- products of McDonalds are reasonable in rates. Quick- they offer quick service and we can get our in a couple of minute. Always- McDonalds are always open so we can enjoy its meal whenever we want. It is everywhere McDonald shops are found almost every region. Liked by everyone- Its product are liked by everyone from kids to adults. Wide variety- there is wide variety to choose from like burger, fries, sandwiches, beverages, desserts etc. Cleanliness- McDonalds have a clean and hygienic surrounding for processing and serving the food. Leader- It is a leader in the market of fast food.
Disadvantages: Health- Like every fast food McDonalds is not too healthy as it contains lot of calorie. Queues at peak time- There is a lot of rush during peak hours and we may have to wait to get a seat. Not for pure vegetarians- It is not favorable to those who prefer pure veg restaurants. Impact on environment- It generates lot of waste which includes waste paper, plastics etc. as all the products are served in paper and plastic materials.
Conclusion;
Through its continual interaction with the market and responding to the changing market scenario, McDonalds has successfully managed to project its WORLD S LEADING FAST FOOD ORGANIZATION image to its customers through its journey until now. The basic factors driving their brand strategy could be observed as: 1. Strong market research and market understanding 2. Highly responsive management 3. Innovation 4. Social responsibility Through its various promotions McDonalds is also successfully able to convey its core value proposition: 1. Food Quality 2. Service 3. Cleanliness