McDonalds Case Study

MCDONALDS

INTRODUCTION

        McDonalds is the largest and famous fast food restaurant worldwide, according with its prestigious name the company has become the most visited restaurant. Their top menu servings include: hamburgers, cheeseburgers, mcnuggets, and French fries. With a lot of variety and new serving added to the menu they are attracting a lot more customers. They are also know for their popular desserts the apple pie offered with the best offer with the purchase of RM20 above customer will be offered free one apple pie, making customer unable to resist the offer might as well the apple pie itself. A worthy slogan “I’m lovin’ it”.

COMPANY’S BACKGROUND

McDonald’s is known as the world’s largest chain of hamburger fast food restaurant. Originally founded in the United States in 1940, the company begun as a barbecue restaurant operated by Richard and Maurice McDonald. In 1948, they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955, he bought the chain from the McDonalds brothers and oversaw its potential in worldwide growth. A McDonalds restaurant is operated either as a franchise or an affiliate, or the corporation itself.

McDonalds primary franchise are hamburgers, cheeseburger, French fries, breakfast combo, and desserts. They also provide Drive thru but best of all the services given the premise opens 24hours so people can visit anytime.

HISTORY

        McDonald’s originally opened as a small ordinary hamburger stand in Bernardino, California owned by Richard and Maurice McDonald. With determination to enhance their business they had to shut down their business for 3 consecutive months and they had it reopened on December 1948. With new system such as self service drive-in restaurant serving only nine items such as hamburger, cheeseburger, potato chips, milk, coffee, and slice of pie.

        In the year 1954 Ray Kroc, businessman, give them a visit and he learned that McDonald’s Brother had the potential to bring their business nationwide. Ray then pursue his interest in hamburger business field and sign a franchise agreement with the McDonalds brother, opening his first McDonald’s in Des Plaines, Illinois on April 15, 1955. From that moment onwards McDonald’s had continue to grow successfully and also well known as the worldwide best food restaurant until this present time.

PRODUCT

        As McDonalds grows rapidly the corporation had entered Malaysian Markets, as they begun opening it on 29th April 1982, the first McDonald’s was open in Kuala Lumpur by YBhg Tan Sri Vincent Tan. It is also stated that McDonald’s restaurants in Malaysia were the first one to obtain halal certification as Malaysia poses large population that practices Islam.

        Among the McDonald’s menu served are A la Carte combos which is beef burger, cheeseburger, double cheese burger, and triple cheeseburger. There’s also extra value meals that serves McChicken, Double McChicken, McChicken Deluxe and Filet o Fish. They also have Happy Meals for kids and also other beverages, sides and desserts. As shown in figure 1.1 variety serving in Malaysia menu.

[pic 1][pic 2][pic 3]

Figure 1.1 : Variety of Servings and Offers

HARVARD REFERENCING

Article Reference:-

Wikipedia (2004) McDonalds [Online], 15 June 2010, Available at https://en.wikipedia.org/wiki/McDonald%27s  (Accessed 16 May 2016)

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Blogs References :

Miranda,B.(2010) McDonalds, McDonalds Steam, 18 May (Online), Available at http://mcdonaldsteam3.blogspot.my/2010/05/mcdonalds-introduction.html (Accessed 16 May 2016).

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Wikipedia (2009) Richard and Maurice McDonalds [Online] 15 December 2013, Available at https://en.wikipedia.org/wiki/Richard_and_Maurice_McDonal (17 May 2016).

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Wikipedia (2005) Ray Kroc [Online] 7 November 2015, Available at https://en.wikipedia.org/wiki/Ray_Kroc  (17 May 2016).

Blogs References :

Page 3

Michelle, Y. (2014) First McDonalds Locations in Asia, February 20 [Online], Available at http://blog.getchee.com/first-mcdonalds-locations-in-asia/

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Figures, Diagrams and Tables References:

Google images GCB, Double GCB, and BigMac (2016) [Online]

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Farfan, B. (2016) McDonalds Restaurants Founders Facts and Trivia, [Online] 8 January 2016, Available at http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/McDonald-s-Restaurants-Mission-Statement.htm (18 May 2016)

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McDonalds Steel Corporation (2016) Copyright Core Values [Online], Available at http://www.mcdonaldsteel.com/index.php/about-us/mission-vision-and-values (18 May 2016)

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Lawrence, G. (2015) McDonald’s Five Force Analysis (Porter’s Model) Panmore, 6 OCT 2015 [Online], Available at http://panmore.com/mcdonalds-five-forces-analysis-porters-model  (20 May 2016)

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Question 1:-

What is the Mission and Values of McDonald?

        The mission statement of McDonald's fast food restaurants around the world is not much different from any restaurant chain that is currently operating. "McDonald's brand mission is to be our customers' favourite place and way to eat." That broad and common mission statement is more clearly defined by the McDonald's Values, which reflects the experience that customers can expect when they’re walking into a McDonald's fast food restaurant no matter where it is operating and located. The mission of McDonalds is as stated:-

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