Role of McDonald in Advertising

Role of Ronald McDonald in advertising

General Information of McDonalds

Clearly, the fast food sector is running very successfully throughout the world, where every company is looking for a gap in the market. McDonald's is one of the most successful fast food restaurants in the world. The product which is sold by McDonalds throughout the world is basically the same. It looks that there is no difference in the culture or taste. Today, the "Big Mac" hamburger is the biggest achievement of the company in all the five continents and has even become a common point for all the people. Mc Donald's is an American company that has achieved lot of success and also left its original market (USA) to capture the world with its good quality. One of the main objectives of the company is to offer the best product at the most suitable price. There are some interesting facts about this franchise which makes it the fast food chain leader in the world. Therefore, all the issues related to the use of Ronald McDonald in McDonald's advertising campaigns will be discussed in detail.

History of McDonalds

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. So 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 special products which are developed in each culture depending on the tastes of customers (Belk, 1996, 37).

Business Strategy of McDonalds

In 1999, McDonald's led the world market catering to the strong brand equity and total sales of $ 35 billion from more than 25 thousand McDonald's restaurants were about 80% of franchise owners have about 5,000 worldwide. Over the past 10 years the company increased sales every year an average of 8%, and the rate of return on its shares up 20%. McDonald's has developed uniform standards of cooking, technology, equipment, marketing strategies, programs, staff training, maintenance, procedures and institutions of choice of location of the supply chain. These standards apply in all restaurants of the company in any country in the world. In the future, the corporation sees itself as the world's best quick service restaurant chain and intends to surpass its competitors in quality, service level, sanitary condition and value. The strategic priorities of the company called to ensure ...