Premium Essay

Mcdonalds

In: Business and Management

Submitted By raramae
Words 354
Pages 2
U.S food services have been trying to survive in this world. Most don't last long and some still are around today. Despite experts’ claims that the fast-food industry was saturated, McDonald's continued to expand. The first generation raised on restaurant food had grown up. Eating out had become a habit rather than a break in the routine, and McDonald’s relentless marketing continued to improve sales. McDonalds is one of the top U.S fast-food joints. It has been around since 1937. Patrick McDonald opened “The airdrome” restaurant on route 66 near the airport in California. In 1940 his two sons, Maurice and Richard (“Mac” and “Dick”), Moved the entire building and later renamed it McDonalds. They had sold hamburgers for ten cents and then all you can drink orange juice for five cents. The McDonalds Corporation made many new stops to build. In the early 1960s McDonalds really began to take off. The growth in U.S automobile use that came with suburbanization contributed heavily to their success. Later Kroc bought the McDonalds brothers, aiming to make it the number one fast-food chain in the country. McDonald’s role was to feed the hungry people that came in. They a lot of people in the 60’s because the demand for it became greater. Around 1968 McDonald restaurants reached all 50 states. It was said that a new McDonalds opened every five hours somewhere in the world. The public face of McDonalds was created in 1963 with the introduction of a clown we all know as Ronald McDonald. The “M” symbol we all see at every McDonald is the most enduring logo, lasting longer than the tall arches that had once dominated the rooftops of earlier restaurants. Other symbols that we remember are the Big Mac, the egg McMuffin, Happy Meals, and the Chicken McNuggets. It is normal for us to walk in any McDonalds and say automatically what we want. By emphasizing affordable...

Similar Documents

Free Essay

The Mcdonald Observatory

...February 19, 2012 The McDonald Observatory The McDonald Observatory is located on Mount Locke in the Davis Mountains of West Texas. This observatory was constructed in the 1930s. The initial funding for construction came from Texan banker, William Johnson McDonald, who left provisions in his will that $800,000 be donated to the University of Texas at Austin in order to construct an astronomical observatory. This structure which is open to the public sees more than 60,000 visitors each year. Likewise, the observatory has been the center of attraction for many astronomers, and its numerous resources have also contributed to the discovery and continuous research of many astronomic phenomena. The McDonald Observatory is presently the property of the University of Texas at Austin and currently receives most of its funding from them. It operates four research telescopes. One of the most pronounced features attached to the observatory is Otto Struve Telescope. When this telescope was dedicated in 1939 it was then the second biggest telescope in the world. Two other telescope note mentioning are the Harlan J. Smith Telescope (named after once director of the observatory, Harlan J. Smith), and the Hobby-Eberly Telescope (known to be the fifth largest telescope in the world). The Hobby-Eberly is arguably the observatory’s most prized possession. This powerful telescope specializes in spectroscopy which enables astronomers to get a glimpse at stars, planets, and galaxies......

Words: 428 - Pages: 2

Free Essay

Clowns

...2008, that fear drastically evolved into a trauma; Once I watched the movie called, ‘IT’, by Stephen King. From that day forward I found myself screaming and crying at the top of my lungs every time I seen a clown. Imagining that they were evil killers just like the intimidating clown of the movie. The trauma was so intense that when there was a fund raiser event held at my elementary school , Browning Pearce , the clown Ronald McDonald was there to meet and greet every child , including me, and once it was my turn to actually see him I fainted and collapsed onto the floor . As I came to my senses, my mother, Brenda forced me to watch the movie, ‘IT', including a bunch of other clown cartoons. I had to watch them for a whole week nonstop, even before I did my homework or went to church. Watching almost 168 hours of clowns on television; I finally realized that my horror of clowns had vanished into thin air. The next day I told my mother that the anxiety was gone, so she told me to get in the car and she drove us to a local McDonalds where Ronald McDonald was at. She had me meet him again, but, this time I didn't faint; I actually thought he was a funny cool clown. In conclusion, I became indomitable of clowns and with the help of my mother disciplining me to face my trepidation of them; the word FEAR had ceased to exist anymore within me. | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | ......

Words: 582 - Pages: 3

Premium Essay

5. Based on Your Response to Question 4 Above, Recommend Both a Short-Range and Long-Range Plan for Mcdonald’s to Implement.

.... How should McDonald's respond when ads promoting healthy lifestyles featuring Ronald McDonald are equated with Joe camel and cigarette ads? Should McDonalds's eliminate Ronald McDonald in its ads? Eliminating Ronald McDonald, who is the brand mascot, is not the solution. Rather many people connect with Ronald McDonald emotionally. According to a survey, Ronald is among top 25 mascots of all times. (Top survey, 2007) Ronald McDonalds can visit to schools for educating students about the importance of health and a healthy lifestyle. This will have the positive image of the mascot and further, Ronald McDonald could involve in charities where the mascot can be seen in giving charities to the unfortunate children. All the above would help in gaining the image of Ronald McDonalds back. McDonald should react to this issue in a calm and positive way as still many kids and parents are in love with the Ronald and would like to see their favorite whenever they visit to the outlet. By making people know that it is the perception which people will need to change. By imbibing healthier lifestyle is the solution, not protesting the mascot. 2. Discuss the merits of the law proposed by France that would require fast-food companies either to add a health message to commercials or to pay 1.5 % tax on their ad budget. Propose a strategy for McDonald's to pay the tax or add health message and defend your recommendation. The law would make the advertisers to add a health message in......

Words: 1189 - Pages: 5

Free Essay

Fear

...2008, that fear drastically evolved into a trauma; Once I watched the movie called, ‘IT’, by Stephen King. From that day forward I found myself screaming and crying at the top of my lungs every time I seen a clown. Imagining that they were evil killers just like the intimidating clown of the movie. The trauma was so intense that when there was a fund raiser event held at my elementary school , Browning Pearce , the clown Ronald McDonald was there to meet and greet every child , including me, and once it was my turn to actually see him I fainted and collapsed onto the floor . As I came to my senses, my mother, Brenda forced me to watch the movie, ‘IT', including a bunch of other clown cartoons. I had to watch them for a whole week nonstop, even before I did my homework or went to church. Watching almost 168 hours of clowns on television; I finally realized that my horror of clowns had vanished into thin air. The next day I told my mother that the anxiety was gone, so she told me to get in the car and she drove us to a local McDonalds where Ronald McDonald was at. She had me meet him again, but, this time I didn't faint; I actually thought he was a funny cool clown. In conclusion, I became indomitable of clowns and with the help of my mother disciplining me to face my trepidation of them; the word FEAR had ceased to exist anymore within me. | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | ......

Words: 582 - Pages: 3

Premium Essay

Mcdonalds

...great consequences on where a company’s future is leading. As does, the new rapid age of technology and information resources. It is always a constant race to the top and once you find yourself there, how do you maintain your position? A perfect example of this is the large fast food chain, McDonalds. In 1940, brothers Dick and Mac McDonald opened their first McDonalds restaurant in San Bernadino, California. In 1955, with the help of a franchising agent named Ray Kroc, they opened their second restaurant in Des Plaines, Illinois. Mr. Kroc purchased McDonalds in 1961 from the McDonalds brothers for $2.7 million. It was like wildfire from there, expanding to over 700 restaurants by 1965. In that same year, in celebration of their tenth anniversary, Mr. Kroc decided to offer stock to the public for $22.50 per share. Had someone purchased 100 shares in 1965 for $2,250, it would be worth over $7.3 million after it’s twelve stock splits. What has made made McDonald’s so successful? Ray Kroc’s mission statement for McDonalds was a simple one. He wanted the restaurant to be his customers favorite place and way to eat. Their mission statement hasn’t changed much over the years. “McDonalds vision is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value so that we make every customer in every restaurant smile.” They exercise a global strategy called the “Plan to Win” which......

Words: 1215 - Pages: 5

Premium Essay

Mcdonalds

...the most successful ad campaigns in history is from McDonalds. They have had many different campaigns over the years and each of them has gone on to make a niche in advertising. We all can remember the jingle, for the ingredients of the Big Mac, we remember the commercials for “have it your way” and of course the phrase “I’m loving it”. All of these ads have been successful for McDonalds. One common thread that the McDonald’s campaigns and jingles have is they are tailored to the McDonald brand association. The ads are strong visual and verbal and assist in building brand personality. McDonalds applies the principles of verbal by creating catchy phrases. “You deserve a break today, at McDonald’s,” is one phrases that McDonalds has used in the past and when said is immediately identified with McDonalds. One can feel as though by going to McDonalds a day off from work is achieved. The jingle of the ingredients for the Big Mac, describes the big mac itself, leaving the audience to want to sample it. The phrase “have it your way” hints that you can what you want at McDonalds. These phrases are used in advertising to conjure up a visual of the company that is being advertised and is then associated with that company as their sole slogan. You can say “you deserve a break today” or sing “two all-beef patties, special sauce, pickles, lettuce on a sesame seed bun” and people will immediately know you are talking about McDonalds. It is these catchy jingles that keep the......

Words: 560 - Pages: 3

Premium Essay

Mcdonalds

...McDonald’s (in 2013): How to Win Again? McDonald is (in 2013): How to Win Again? The fast food industry seems to be a relatively easy market to compete in with the demand of easy, fast food accommodations. However, the largest of the industry, McDonalds, has experienced some very impactful setbacks. As competition, rises in the quick-service industry McDonalds has had to make several adjustments to stay on the leading competitive edge. As society becomes more aware of health issues and economic opportunities, the restaurant industry has been severely impacted which, has forced menu adjustments with better food at competitive prices. Below we will address how McDonalds strategy through analysis, formulation, and implementation. Analysis: Focus on External and/or Internal Environments Maintaining a competitive advantage is the most important factor for a business to be successful. Although McDonalds has been in business since 1940 and has formulated the market for the fast food industry, it has come under heavy pressure of competitors. At first, McDonalds focused on burgers, drinks, and fires. However, new entries into the quick-service industry have affected them with more expanded and different menus. This has forced McDonalds to restructure their entire business strategy over time to stay on top of customer demands placing focus on the PESTEL model. External Environments There are several trends that affect McDonald’s ability to sustain a competitive...

Words: 1559 - Pages: 7

Premium Essay

Mcdonalds

...implementation. * Defining issues or problems by taking account the purpose of study. * Relevant background information. * What information is needed? * How the information will be used in decision making. Issues and problems at McDonalds 5 May 2015 in CNBC News McDonalds can’t shake its image, McDonald has a problem of fast food (all that’s good is bad) Alan Siegel CEO of brands says the fast food behemoth has been reactive instead of proactive Mc Donald admits that tackling issues it faces is not moving faster turnaround time. McDonald changed Big Mac to McLean. 2. Statement of research objections * Creating a research plan in solving issues and problems identified * Framework or blueprint for conducting market research project * Details and procedures necessary for obtaining the required information * Purpose to design a study that will test the hypotheses of interest * Answer to possible questions to the research * Provide needed information for decision making As mentioned above McDonald is tackling the issues. 3. Designing the research project Planning research design Defining problems and deciding the objectives Framework or blueprint for coding the marketing research project McDonald has a web link www.mcdonald .com (thick) 4. Collecting information or data * Collect Information to solve issues and problems * Involves canvassing, interviews, prospecting, networking, mail intercept...

Words: 1558 - Pages: 7

Premium Essay

Mcdonalds

...External Factors - McDonalds In today’s business world both internal and external pressures drive the corporate mission. Managers from all levels play an intricate part to the overall success of the business. The functions of management are planning, organizing, leading, and controlling. With globalization, technology and innovation companies must continue to stretch their imaginations to reach greater heights. Even though companies need to make continuing changes, both internal and external customers assist in the company’s overall success. Tami Scurti - Globalization In 1940 in the city of San Bernardino California the first McDonalds hamburger was served. Today there are more than 33,000 McDonalds in 118 counties (about McDonalds, 2011). To take this operation from a tiny bar-b-que drive up, complete with car hop service to the conglomerate it is today, is the essence of globalization. McDonalds restaurant is aggressively globalizing. One of the reasons they are so successful is their ability to create new foods for the market in which they are serving. In India one may order a McSpicy Paneer. A Paneer burger is vegetarian and made of curd cheese, and a very popular item. In Japan one may order a seaweed burger. Occasionally in France one can purchase a rabbit burger and wash it down with wine. Another reason for the success of McDonalds globalization is that they do not try to bring the American McDonalds to each country they bring McDonalds into the......

Words: 1619 - Pages: 7

Premium Essay

Mcdonald

...In 1937, Brothers Dick and Mac McDonald open a hot dog stall called The Airdrome at the airport in Monrovia, California. In 1940, the brothers move the Airdrome building to Downe, California and they open the first McDonald’s restaurant on U.S. Route at 14th and E S.T. on May 15. The menu consists of 25 items and most of them are barbecue. They employed around 20 carhops and soon it became a popular and highly profitable teen hangout. In 1948, they noticed most of their profits came from hamburgers and the brothers closed the restaurant for several months to gadget their innovative ‘Speedee Service System’ a streamlined assembly line for hamburgers. Those carhops are fired and when the restaurant reopens it sells only hamburgers, milkshakes and French fries. The burgers are about half as expensive as at standard diners, and they are served immediately. The restaurant is extremely successful and soon its fame is spread by word of mouth. At 1953, the McDonald brothers begin to franchise their restaurant with Niel Fox for the first franchisee. The second McDonald’s opens in Pheonix, Arizon at N.Central Ave and Indian School Road. It is the first to feature the Golden Arches design and later the original restaurant is rebuilt in the same style. Meanwhile, in1953 the fourth McDonald’s restaurant opens in Downey, California at the corner of Lakewood Blvd and Florence Avenue, and it is also the oldest McDonald’s restaurant still in operation. In 1945, Entrepreneur and......

Words: 525 - Pages: 3

Premium Essay

Mcdonalds

...The Effect of Changing Tastes on McDonalds There are around 40 Million American are considered obese. We live in a world, where everything is almost instant. We can go to a drive up window and receive a fast, hot meal in less than 3 minutes. Everything is about fast. That is the Mc Donald's golden years. But sometimes, going too fast is not good for us. Customers now substitute healthy food for a quick cheap meal, a healthy diet, included with healthy habits, can change our life. These changes are great for our world, but it is hurting the Mc Donald's profits. Consumer tastes and preferences are changing and the [fast-food] industry need to be able to adapt to them. There is a huge opportunity to develop new products that appeal to the health conscious customer. To be more specific, they need to develop new products that appeal to young, health conscious women. Because consumer tastes are changing there is an opportunity to develop new healthier product lines that appeal to the new tastes of consumers that satisfied their tastes. Question3: What are Mc Donald's strengths and weakness and what conclusion do you draw about it future? Strengths: - Industry's leader: McDonalds has been the leader in the fast-food industry for decades, literally changing the way Americans ate. Like every other business, McDonald's is subject to opportunities and threats in their specific and general sectors. - McDonald's financial condition seems to be fair, but on the rise and could...

Words: 858 - Pages: 4

Premium Essay

Mcdonalds

...In the article “Born in the USA, Made in France: How McDonald’s Succeeds in the Land of Michelin Stars,” Lucy Fancourt (2013) describes how McDonald’s succeeded in France and how McDonald’s survived protest from French activist Jose Bove who stated that McDonald’s was taking away from the farms and producing restaurants with junk food. However, the French felt that McDonald’s along with other fast food restaurants would offer more jobs for the people. In a land where fine dinners are on every corner public protest can make or break you and American multinational organization has survived and thrived in the mist of protest that would have slowed most companies march into success. McDonald’s has survived protest after protest. At the same time as the protest, the company was also taking heat from the documentary (super-size me) by Morgan Spurlock. This in turn caused the restaurant to be declared epitome of malb ouffe, or junk food by French media. Even this has not seemed to stop them. (httP://WWW.knowledgeatwharton.com.cn/index) To put this more into perspective let us explore the kind of market that they have survived, and how the rival companies have fared up to them. “By the mid 80’s there were three rivals in the fast food market that included Burger king (1983-1997) which in turn closed all 39 restaurants, The second restaurant that opened was Quick which opened its first store 1970’s where it has established itself as the leading European fast-food hamburger......

Words: 866 - Pages: 4

Free Essay

Mcdonald

...McDonalds – is it a great restaurant chain serving tasty food, or the purveyor of a socially destructive obesity pandemic? Well that really depends on your point of view. However what we do know is that human opinions are reflective of the current moods of society. We see that all the time in areas such as fashion and retail. The success of the Apple iPhone took on a life of its own with people believing the iPhone was the must have device, despite the HTC getting near universal better reviews and ratings. People’s opinions about the iPhone had become self reinforcing through word of mouth. Examples! In Peru, Chevron is fighting for oil against the indigenous population. The government of Peru supports Chevron because it wants the oil from Chevron. At the same time, the government supports the police and blames the indigenous people for the deaths of the police. The indigenous people are simply fighting for their own land. Chevron, while bringing in huge profits for its shareholders, significantly harms both the earth and the people living on it in Peru. Still Chevron has a CSR program. In Thailand, Chevron launched a long-term CSR project to encourage students to develop their schools in an environmentally responsible manner, which would boost student awareness of environmental issues. Chevron cooperates with Chulalongkorn University to develop a master's-degree program in petroleum geology by providing $10,000,000.00 over the next five years. Although this is termed CSR,...

Words: 1169 - Pages: 5

Premium Essay

Mcdonalds

...For any business to be able to operate profitably it needs to implement and execute its core management concepts and strategies effectively in a manner gives it a competitive advantage in the market place. McDonald has been one of the highly growing profitable fast food retailers globally. With operations in 119 countries and more than 33,000 restaurants worldwide with 80% of these franchised, the management needs to perform its management functions effectively in order to sustain the growth and profitability and to stimulate further growth in the company (McDonald's Corporation, 2012). This paper analyzes the functions of management that’s being usedby the McDonald's leadership to turn make the company profitable. Functions of management at McDonalds: There are mainly four functions of management that makes a company able to translate strategy into profitability and enhances a more cohesive organization which helps in fulfilling a company's operating objectives. These are planning, organizing, leading and control (Robbins and Coulter, 2001). Planning: Planning is a function of management which helps in determining exactly where the organization is presently and the course of action that needs to be undertaken in order to take it where it wants to be in the future and how the company's goals and objectives can be attained (Robbins and Coulter, 2001). In this sense therefore planning involves curving out a course of action to be taken based on the available and......

Words: 1527 - Pages: 7

Premium Essay

Mcdonalds

...Resources and Capabilities of McDonald Introduction As one of the leading companies in the world and invading every country, there is no doubt that McDonald is the leader in fast food industry. This fact has been proven for so many years and this will not happen if the company did not apply any strategies with their resources and calculating their capabilities. The strategy may come in planning in the business setting. The process of developing and maintaining the goals and capabilities is reflected to its changing marketing opportunities. The corporate strategy lays in their institutional mission, supporting goals and objectives, an appropriate implementation (2007). Resources and Capabilities of McDonald For the company, the strategy is concerned with matching a firm’s resources and capabilities to the opportunities that arise in the external environment. The resources and capabilities of a company are considered as a strategy. The increasing emphasis on the role of resources and capabilities as the basis for strategy may come in to two factors. First, the industry where the firm belongs became unstable and so the internal resources and capabilities of the firm are given more focus in formulating strategies. And second, the combination of the resources and capabilities of the firm became the superior competitive advantage and profitability (2007). The connection between the resource and capabilities of a firm in the area of business makes a competitive advantage. It......

Words: 804 - Pages: 4