MCDONALD'S

McDonald's



McDonald's

Introduction

The first McDonald's outlet was opened by brothers McDonald's in 1948. At that time, it became the first local franchise in the history of fast food in San Bernardino, California (USA). It offers fast food, which is prepared and serves at high speed. There is no doubt that the basis of their success was to replace the conventional dishes used in the rest of restaurants. After some time, they reached a high level of sales although their menu was limited, but they kept growing. As a result, in 1955, Ray Croc opened the first store of the Corporation. During 50s and 60s, the management team of Ray Kroc established the successful philosophy of the system of the company which indentified four factors that were Quality, Service, Cleanliness and Value. While McDonald's offers its customers a standard menu in all its premises, it is even noticeable that these menus are combined with distinctive products, which are developed in each culture depending on the tastes (George 2010, Pp. 116-140). Mc Donald turns to be the best brand worldwide. It has always listened to customers and continued building its brand strategies. The positive brand personality gives Mc Donald highest success in fast food chains. Mc Donald performs in a consistent way that means it provides customer satisfaction throughout. It has always provided best marketing and advertising campaigns. The color, design, images are the positive feature of the brand that has always attracted families towards it. The Golden Arches is the familiar logo of the Mc Donald. Mc Donald has always given tough competition to its rivals.

McDonalds is one of the most robust brand names renowned all over the world. Any part of the globe one trots and one will find some McDonalds outlet in some nook and cranny. Ray Kroc is the person behind the success and growth of McDonalds. As a quintessential American brand, what McDonalds stands for today are American values. The success story of McDonalds starts with his story when he sold milk shake mixer that could shake five milk shakes simultaneously to a restaurant in California that was more of a hamburger stand. McDonald brothers ran this stand with the idea of quality, service, cleanliness and value or affordable prices. By the year, 1960, around two hundred restaurants started functioning all over United States. Ray Kroc as a visionary observed of social and demographic trends in United States. With an increase in disposable income and women workforce also swelling, the concept of a fast-food restaurant that offered quality food at an affordable price caught on with the American people. Kroc emphasized on the casual family atmosphere where people can enjoy their meals in a clean environment coupled with fast and good service. With these social factors and strategies in mind McDonalds success became phenomenal. Macdonald not just became a phenomenon in the United States but its franchise operations spread all over. By 1984 alone, McDonalds had 8304 restaurants and as years passed by McDonald's restaurants increased in ...