About McDonald's

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McDonald's
Contents
Articles
Overview
1
McDonald's 1
History of McDonald's 13
McDonald's urban legends 31
McDonald's Canada 33
McDonald's Israel 35
List of countries with McDonald's restaurants 38
Big Mac Index 47
Advertising
52
McDonald's advertising 52
List of McDonald's ad programs 57
Burger Wars 78
Dreaming in Mono 80
Golden Arches 84
McDonaldland 86
McDonald's Monopoly 92
Ronald McDonald 98
Products
102
Big Mac 102
Quarter Pounder 109
Happy Meal 111
Chicken McNuggets 115
McMuffin 118
McCaf 121
Documentaries
123
Fat Head 123
Hot Coffee (film) 126
McLibel 128
Maxime, McDuff & McDo 130
Super Size Me 131
Criticism
135
McDonaldization 135
Legal Cases
139
McDonald's legal cases 139
Liebeck v. McDonald's Restaurants 146
McDonald's Restaurants v. Morris & Steel 150
Locations and facilities
156
Denton House (New York) 156
Hamburger University 158
McBarge 159
McComplex (Russia) 160
McDonald's (Will Rogers Turnpike) 160
McDonald's sign (Pine Bluff, Arkansas) 163
McDonald's USA First Store Museum 166
Oldest McDonald's restaurant 168
Rock N Roll McDonald's 170
References
Article Sources and Contributors 173
Image Sources, Licenses and Contributors 180
Article Licenses
License 186
1
Overview
McDonald's
McDonald's
Type Public
Traded as
NYSE:MCD
[1]
Dow Jones Industrial Average Component
S&P 500 Component
Industry Restaurants
Founded May 15, 1940 in San Bernardino, California;
McDonald's Corporation, April 15, 1955 in Des Plaines, Illinois
Founder(s) Richard and Maurice McDonald McDonald's restaurant concept;
Ray Kroc, McDonald's Corporation founder.
Headquarters Oak Brook, Illinois, U.S.
Number of locations
34,000+ worldwide
[2]
Area served Worldwide
Key people Andrew J. McKenna
(Chairman)
Don Thompson
(President and CEO)
Products Fast food
(hamburgers chicken french fries soft drinks coffee milkshakes salads desserts breakfast)
Revenue
US$ 27.56 billion (2012)
[]
Operating income
US$ 8.60 billion (2012)
[]
Net income
US$ 5.46 billion (2012)
[]
Total assets
US$ 35.39 billion (2012)
[]
Total equity
US$ 15.29 billion (2012)
[]
Employees
1,800,000 (2013)
[3]
Website
Global Corporate Website
[4]
McDonald's
2
The McDonald's Corporation (NYSE:MCD
[1]
) is the world's largest chain of hamburger fast food restaurants,
serving around 68 million customers daily in 119 countries.
[][5]
Headquartered in the United States, the company
began in 1940 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 subsequently purchased the chain from the McDonald brothers and oversaw its
worldwide growth.
[6]
A McDonald's restaurant is operated by either 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 percent over the three years ending in 2007 to $22.8 billion, and 9 percent
growth in operating income to $3.9 billion.
[7]
McDonald's primarily sells hamburgers, cheeseburgers, chicken, french fries, breakfast items, soft drinks,
milkshakes, and desserts. In response to changing consumer tastes, the company has expanded its menu to include
salads, fish, wraps, smoothies, and fruit.
[8]
History
McDonald's corporate logo used from November
18, 1968 to 2006. It still exists at some
restaurants.
The oldest operating McDonald's restaurant was the third one built,
opening in 1953. It is located at 10207 Lakewood Blvd. at Florence
Ave. in Downey, California (at 33.9471N 118.1182W
[9]
).
The business began in 1940, with a restaurant opened
by brothers Richard and Maurice McDonald at 1398
North E Street at West 14th Street in San Bernardino,
California (at 34.1255N 117.2946W
[10]
). Their
introduction of the "Speedee Service System" in 1948
furthered the principles of the modern fast-food
restaurant that the White Castle hamburger chain had
already put into practice more than two decades earlier.
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 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. Although the "Golden Arches" appeared in
various forms, the present form as a letter "M" did not
appear until November 18, 1968, when the company
applied for a U.S. trademark. The present corporation dates its founding to the opening of a franchised restaurant by
Ray Kroc, in Des Plaines, Illinois, on April 15, 1955, the ninth McDonald's restaurant overall. Kroc later purchased
McDonald's
3
the McDonald brothers' equity in the company and led its worldwide expansion, and the company became listed on
the public stock markets in 1965. 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 San Bernardino store
was demolished in 1976 (or 1971, according to Juan Pollo) and the site was sold to the Juan Pollo restaurant chain. It
now serves as headquarters for the Juan Pollo chain, as well as a McDonald's and Route 66 museum.
[11]
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.
Headquarters
McDonald's Plaza, located in Oak Brook, Illinois
is the headquarters of McDonald's
The McDonald's headquarters complex, McDonald's Plaza, is located
in Oak Brook, Illinois. It sits on the site of the former headquarters and
stabling area of Paul Butler, the founder of Oak Brook.
[12]
McDonald's
moved into the Oak Brook facility from an office within the Chicago
Loop in 1971.
[13]
Products
A McDonald's McArabia meal, served with
French fries. The McArabia is a popular pita
bread sandwich sold in the Middle East and
central Asia.
McDonald's predominantly sells hamburgers, various types of chicken
sandwiches and products, French fries, soft drinks, breakfast items, and
desserts. In most markets, McDonald's offers salads and vegetarian
items, wraps and other localized fare. On a seasonal basis, McDonald's
offers the McRib sandwich. Some speculate the seasonality of the
McRib adds to its appeal.
[14]
Various countries, especially in Asia, are
currently serving soup. This local deviation from the standard menu is
a characteristic for which the chain is particularly known, and one
which is employed either to abide by regional food taboos (such as the
religious prohibition of beef consumption in India) or to make
available foods with which the regional market is more familiar (such
as the sale of McRice in Indonesia). In Germany and other Western
European countries, McDonald's sells beer.
McDonald's
4
Corporate overview
Facts and figures
By 1993, McDonald's had sold more than 100
billion hamburgers. The once widespread
restaurant signs that boasted the number of sales,
such as this one in Harlem, were left at "99
billion" because there was only space for two
digits.
The McDonald's in Northport, Alabama
commemorates President Ronald Reagan's visit.
McDonald's restaurants are found in 119 countries
[15]
and territories
around the world and serve 68 million customers each day.
[]
McDonald's operates over 34,000 restaurants worldwide, employing
more than 1.7 million people.
[15]
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.
[16][]
Until December 2003, it also owned Donatos Pizza. On
August 27, 2007, McDonald's sold Boston Market to Sun Capital
Partners.
[17]
Notably, McDonald's has increased shareholder dividends for 25
consecutive years,
[]
making it one of the S&P 500 Dividend
Aristocrats.
[][]
In October 2012, its monthly sales fell for the first time
in nine years.
[18]
Types of restaurants
Most standalone McDonald's restaurants offer both counter service and
drive-through service, with indoor and sometimes outdoor seating.
Drive-Thru, Auto-Mac, Pay and Drive, or "McDrive" as it is known in
many countries, often has separate stations for placing, paying for, and
picking up orders, though the latter two steps are frequently combined;
it was first introduced in Arizona in 1975, following the lead of other
fast-food chains. The first such restaurant in Britain opened at
Fallowfield, Manchester in 1986.
[19]
A Montevideo McCaf
In some countries, "McDrive" locations near highways offer no counter
service or seating. In contrast, locations in high-density city
neighborhoods often omit drive-through service. There are also a few
locations, located mostly in downtown districts, that offer Walk-Thru
service in place of Drive-Thru.
To accommodate the current trend for high quality coffee and the
popularity of coffee shops in general, McDonald's introduced McCaf,
a caf-style accompaniment to McDonald's restaurants in the style of
Starbucks. McCaf is a concept created by McDonald's Australia,
starting with Melbourne in 1993. Today, most McDonald's in Australia
have McCafs located within the existing McDonald's restaurant. In Tasmania, there are McCafs in every store,
with the rest of the states quickly following suit. After upgrading to the new McCaf look and feel, some Australian
stores have noticed up to a 60% increase in sales. As of the end of 2003 there were over 600 McCafs worldwide.
McDonald's
5
Some locations are connected to gas stations/convenience stores,
[20]
while others called McExpress have limited
seating and/or menu or may be located in a shopping mall. Other McDonald's are located in Walmart stores. McStop
is a location targeted at truckers and travelers which may have services found at truck stops.
[21]
Since 1997, the only Kosher McDonald's in the world that is not in Israel, is located in the Abasto mall, in Buenos
Aires, Argentina.
[22][23]
Global operations
Countries with McDonald's restaurants, showing their first year with its first restaurant
A McDonald's in Buenos Aires, Argentina
McDonald's has become emblematic of
globalization, sometimes referred to as
the "McDonaldization" of society. The
Economist newspaper uses the "Big
Mac Index": the comparison of a Big
Mac's cost in various world currencies
can be used to informally judge these
currencies' purchasing power parity.
Norway has the most expensive Big
Mac in the world as of July 2011, while
the country with the least expensive Big
Mac is India
[24]
(albeit for a Maharaja
Macthe next cheapest Big Mac is
Hong Kong).
[25]
Thomas Friedman once said that no
country with a McDonald's had gone to
war with another.
[26]
Wikipedia:Citing
sources#What information to include
However, the "Golden Arches Theory
of Conflict Prevention" is not strictly
true. Exceptions are the 1989 United
States invasion of Panama, NATO's
bombing of Serbia in 1999, the 2006
Lebanon War, and the 2008 South Ossetia war.
A McDonald's with a playground in Zwolle,
Netherlands
Some observers have suggested that the company should be given
credit for increasing the standard of service in markets that it enters. A
group of anthropologists in a study entitled Golden Arches East
[27]
looked at the impact McDonald's had on East Asia, and Hong Kong in
particular. When it opened in Hong Kong in 1975, McDonald's was the
first restaurant to consistently offer clean restrooms, driving customers
to demand the same of other restaurants and institutions. McDonald's
has taken to partnering up with Sinopec, the second largest oil
company in the People's Republic of China, as it takes advantage of the
country's growing use of personal vehicles by opening numerous
drive-thru restaurants.
[28]
McDonald's has opened a McDonald's
restaurant and McCaf on the underground premises of the French fine arts museum, The Louvre.
[29]
McDonald's
6
A McDonald's in Dortmund, Germany
The company stated it will open vegetarian-only restaurants in India by
mid-2013.
[]
Playgrounds
McDonald's in Panorama City, Los Angeles, California
designed for family-friendly image
Some McDonald's in suburban areas and certain cities feature
large indoor or outdoor playgrounds. The first PlayPlace with the
familiar crawl-tube design with ball pits and slides was introduced
in 1987 in the USA, with many more being constructed soon after.
Some PlayPlace playgrounds have been renovated into "R Gym"
areas.
Redesign
An American McDonald's in Mount Pleasant,
Iowa in June 2008; this is an example of the
"new" look of American McDonald's restaurants.
In 2006, McDonald's introduced its "Forever Young" brand by
redesigning all of its restaurants, the first major redesign since the
1970s.
[30][31]
McDonald's has invested $1 billion to redesign nearly all
of the 14,000 restaurants by 2015.
The goal of the redesign is to be more like a coffee shop, similar to
Starbucks. The design includes wooden tables, faux-leather chairs, and
muted colors; the red was muted to terra cotta, the yellow was turned
golden for a more "sunny" look, and olive and sage green were also
added. To warm up its look, the restaurants have less plastic and more
brick and wood, with modern hanging lights to produce a softer glow.
Many restaurants now feature free Wi-Fi and flat screen TVs. Other
upgrades include double drive-thrus, flat roofs instead of the angled red
roofs, and replacing fiber glass with wood. Also, instead of the familiar golden arches, the restaurants now feature
"semi-swooshes" (half of a golden arch), similar to the Nike swoosh.
[32]
McDonald's
7
An Irish McDonald's in Port Laoise, County
Laois, Ireland in August 2012; this is a relatively
modern restaurant complete with a drive-through.
Business model
McDonald's Corporation earns revenue as an investor in properties, a
franchiser of restaurants, and an operator of restaurants. Approximately
15% of McDonald's restaurants are owned and operated by
McDonald's Corporation directly. The remainder are operated by
others through a variety of franchise agreements and joint ventures.
The McDonald's Corporation's business model is slightly different
from that of most other fast-food chains. In addition to ordinary
franchise fees and marketing fees, which are calculated as a percentage
of sales, McDonald's may also collect rent, which may also be
calculated on the basis of sales. As a condition of many franchise
agreements, which vary by contract, age, country, and location, the
Corporation may own or lease the properties on which McDonald's franchises are located. In most, if not all cases,
the franchisee does not own the location of its restaurants.
The United Kingdom and Ireland business model is different than the U.S, in that fewer than 30% of restaurants are
franchised, with the majority under the ownership of the company. McDonald's trains its franchisees and others at
Hamburger University in Oak Brook, Illinois.
In other countries, McDonald's restaurants are operated by joint ventures of McDonald's Corporation and other, local
entities or governments.
As a matter of policy, McDonald's does not make direct sales of food or materials to franchisees, instead organizing
the supply of food and materials to restaurants through approved third party logistics operators.
According to Fast Food Nation by Eric Schlosser (2001), nearly one in eight workers in the U.S. have at some time
been employed by McDonald's. The book also states that McDonald's is the largest private operator of playgrounds
in the U.S., as well as the single largest purchaser of beef, pork, potatoes, and apples. The selection of meats
McDonald's uses varies to some extent based on the culture of the host country.
Advertising
McDonald's branch in Beirut Central District
McDonald's has for decades maintained an extensive advertising
campaign. In addition to the usual media (television, radio, and
newspaper), the company makes significant use of billboards and
signage, sponsors sporting events ranging from Little League to the
Olympic Games, and makes coolers of orange drink with its logo
available for local events of all kinds. Nonetheless, television has
always played a central role in the company's advertising strategy.
To date, McDonald's has used 23 different slogans in United States
advertising
[citation needed]
, as well as a few other slogans for select countries and regions. At times, it has run into
trouble with its campaigns.
McDonald's
8
In Australia some restaurants temporary changed
their logo to Macca's for Australia Day holidays
Space exploration
McDonald's and NASA explored an advertising agreement for a
planned mission to the asteroid 449 Hamburga, however the spacecraft
was eventually cancelled.
[33]
Sports awards and honors
See Category:McDonald's High School All-Americans
Charity
McHappy Day
McHappy Day is an annual event at McDonald's, where a percentage
of the day's sales go to charity. It is the signature fundraising event for
Ronald McDonald House Charities.
[34]
In 2007, it was celebrated in 17 countries: Argentina, Australia, Austria, Brazil, Canada, the United States, Finland,
France, Guatemala, Hungary, England, Ireland, New Zealand, Norway, Sweden, Switzerland and Uruguay.
According to the Australian McHappy Day web site, McHappy Day raised $20.4 million in 2009. The goal for 2010
is $20.8 million.
[35]
McDonald's Monopoly donation to St. Jude
In 1995, St. Jude Children's Research Hospital received an anonymous letter postmarked in Dallas, Texas, containing
a $1 million winning McDonald's Monopoly game piece. McDonald's officials came to the hospital, accompanied by
a representative from the accounting firm Arthur Andersen, who examined the card under a jeweler's eyepiece,
handled it with plastic gloves, and verified it as a winner.
[36]
Although game rules prohibited the transfer of prizes,
McDonald's waived the rule and has made the annual $50,000 annuity payments, even after learning that the piece
was sent by an individual involved in an embezzlement scheme intended to defraud McDonald's (see McDonald's
Monopoly).
Criticism
As a prominent example of the rapid globalization of the American fast food industry, McDonald's is often the target
of criticism for its menu, its expansion, and its business practices. The McLibel Trial, also known as McDonald's
Restaurants v Morris & Steel, is an example of this criticism. In 1990, activists from a small group known as London
Greenpeace (no connection to the international group Greenpeace) distributed leaflets entitled What's wrong with
McDonald's?, criticizing its environmental, health, and labor record. The corporation wrote to the group demanding
they desist and apologize, and, when two of the activists refused to back down, sued them for libel in one of the
longest cases in British civil law. A documentary film of the McLibel Trial has been shown in several countries.
Despite the objections of McDonald's, the term "McJob" was added to Merriam-Webster's Collegiate Dictionary in
2003.
[37]
The term was defined as "a low-paying job that requires little skill and provides little opportunity for
advancement".
[38]
In 2001, Eric Schlosser's book Fast Food Nation included criticism of the business practices of McDonald's. Among
the critiques were allegations that McDonald's (along with other companies within the fast food industry) uses its
McDonald's
9
political influence to increase its profits at the expense of people's health and the social conditions of its workers.
The book also brought into question McDonald's advertisement techniques in which it targets children. While the
book did mention other fast-food chains, it focused primarily on McDonald's.
In 2002, vegetarian groups, largely Hindu and Buddhist, successfully sued McDonald's for misrepresenting its
French fries as vegetarian, when they contained beef broth.
[39]
A PETA activist dressed as a chicken confronts the
manager of the Times Square McDonald's over the
company's animal welfare standards.
Morgan Spurlock's 2004 documentary film Super Size Me said that
McDonald's food was contributing to the epidemic of obesity in
society, and that the company was failing to provide nutritional
information about its food for its customers. Six weeks after the
film premiered, McDonald's announced that it was eliminating the
super size option, and was creating the adult Happy Meal.
Arguments in defense
In response to public pressure, McDonald's has sought to include
more healthy choices in its menu and has introduced a new slogan
to its recruitment posters: "Not bad for a McJob".
[]
(The word
McJob, first attested in the mid-1980s
[40]
and later popularized by
Canadian novelist Douglas Coupland in his book Generation X,
has become a buzz word for low-paid, unskilled work with few
prospects or benefits and little security.) McDonald's disputes this
definition of McJob. In 2007, the company launched an
advertising campaign with the slogan "Would you like a career
with that?" on Irish television, outlining that its jobs have many
prospects.
In an effort to respond to growing consumer awareness of food provenance, the fast-food chain changed its supplier
of both coffee beans and milk. UK chief executive Steve Easterbrook said: "British consumers are increasingly
interested in the quality, sourcing and ethics of the food and drink they buy".
[41]
In a bid to tap into the ethical
consumer market,
[42]
McDonald's switched to using coffee beans taken from stocks that are certified by the
Rainforest Alliance, a conservation group. Additionally, in response to pressure, McDonald's UK started using
organic milk supplies for its bottled milk and hot drinks, although it still uses conventional milk in its milkshakes,
and in all of its dairy products in the United States.
[]
According to a report published by Farmers Weekly in 2007, the
quantity of milk used by McDonald's could have accounted for as much as 5% of the UK's organic milk output.
[43]
McDonald's announced on May 22, 2008 that, in the United States and Canada, it would switch to using cooking oil
that contains no trans fats for its french fries, and canola-based oil with corn and soy oils, for its baked items, pies
and cookies, by year's end.
[44][45]
With regard to acquiring chickens from suppliers who use CAK or CAS methods of slaughter, McDonald's says that
it needs to see more research "to help determine whether any CAS system in current use is optimal from an animal
welfare perspective."
[46]
McDonald's
10
Environmental record
Kosher McDonald's at Ben Gurion Airport, Israel
In April 2008, McDonald's announced that 11 of its Sheffield, England
restaurants have been using a biomass trial that had cut its waste and
carbon footprint by half in the area. In this trial, wastes from the
restaurants were collected by Veolia Environmental Services, and were
used to produce energy at a power plant. McDonald's plans to expand
this project, although the lack of biomass power plants in the United
States will prevent this plan from becoming a national standard
anytime soon.
[47]
In addition, in Europe, McDonald's has been
recycling vegetable grease by converting it to fuel for its diesel
trucks.
[48]
Furthermore, McDonald's has been using a corn-based bioplastic to produce containers for some of its products.
Although industries who use this product claim a carbon savings of 30% to 80%, a Guardian study shows otherwise.
The results show that this type of plastic does not break down in landfills as efficiently as other conventional
plastics. The extra energy it takes to recycle this plastic results in a higher output of greenhouse gases. Also, the
plastics can contaminate waste streams, causing other recycled plastics to become unsaleable.
[49]
The U.S. Environmental Protection Agency has recognized McDonald's continuous effort to reduce solid waste by
designing more efficient packaging and by promoting the use of recycled-content materials.
[50]
McDonald's reports
that it is committed towards environmental leadership by effectively managing electric energy, by conserving natural
resources through recycling and reusing materials, and by addressing water management issues within the
restaurant.
[51]
In an effort to reduce energy usage by 25% in its restaurants, McDonald's opened a prototype restaurant in Chicago
in 2009 with the intention of using the model in its other restaurants throughout the world. Building on past efforts,
specifically a restaurant it opened in Sweden in 2000 that was the first to intentionally incorporate green ideas,
McDonald's designed the Chicago site to save energy by incorporating old and new ideas such as managing storm
water, using skylights for more natural lighting and installing some partitions and tabletops made from recycled
goods.
[52]
When McDonalds received criticism for its environmental policies in the 1970s, it began to make substantial
progress towards source reductions efforts.
[53]
For instance, an average meal in the 1970sa Big Mac, fries, and a
drinkrequired 46grams of packaging; today, it requires only 25grams, allowing a 46% reduction.
[54]
In addition,
McDonalds eliminated the need for intermediate containers for cola by having a delivery system that pumps syrup
directly from the delivery truck into storage containers, saving two million pounds of packaging annually.
[55]
Overall, weight reductions in packaging and products, as well as the increased usage of bulk packaging ultimately
decreased packaging by 24 million pounds annually.
[56]
Legal cases
McDonald's has been involved in a number of lawsuits and other legal cases, most of which involved trademark
disputes. The company has threatened many food businesses with legal action unless it drops the Mc or Mac from
trading names. In one noteworthy case, McDonald's sued a Scottish caf owner called McDonald, even though the
business in question dated back over a century (Sheriff Court Glasgow and Strathkelvin, November 21, 1952). On
September 8, 2009, McDonald's Malaysian operations lost a lawsuit to prevent another restaurant calling itself
McCurry. McDonald's lost in an appeal to Malaysia's highest court, the Federal Court.
[57]
It has also filed numerous defamation suits. For example, in the McLibel case, McDonald's sued two activists for
distributing pamphlets attacking its environmental, labor and health records. After the longest trial in UK legal
history, the judge found that some claims in the pamphlet were untrue and therefore libelous. The company,
McDonald's
11
however, had asserted that all claims in the pamphlet were untrue, essentially obliging the judge to publicly rule on
each one. A few of the specific allegations (specifically that McDonald's was "culpably responsible" for animal
cruelty, that it exploited children through its advertising, and that it paid low wages) were found to be true.
[58]
McDonald's has defended itself in several cases involving workers' rights. In 2001, the company was fined 12,400
by British magistrates for illegally employing and over-working child labor in one of its London restaurants. This is
thought to be one of the largest fines imposed on a company for breaking laws relating to child working conditions
(R v 2002 EWCA Crim 1094). In April 2007, in Perth, Western Australia, McDonald's pleaded guilty to five charges
relating to the employment of children under 15 in one of its outlets and was fined A$8,000.
[59]
Possibly the most infamous legal case involving McDonald's was the 1994 decision in Liebeck v. McDonald's
Restaurants where Stella Liebeck was awarded several million dollars after she suffered third-degree burns after
spilling a scalding cup of McDonald's coffee on herself.
In a McDonald's American Idol figurine promotion, the figurine that represents "New Wave Nigel" wears something
that closely resembles Devos Energy dome, which was featured on the band's album cover, Freedom of Choice. In
addition to the figurine's image, it also plays a tune that appears to be an altered version of Devo's song "Doctor
Detroit". Devo copyrighted and trademarked the Energy Dome and is taking legal action against McDonald's.
[60]
Employment practices
On 5 August 2013, The Guardian revealed that 90% of McDonalds UK workforce are on zero hour contracts,
making it possibly the largest such private sector employer in the country.
[61]
References
[1] http:/ / www. nyse.com/ about/ listed/ lcddata. html?ticker=mcd
[4] http:/ / www. aboutmcdonalds. com/
[9] http:/ / tools.wmflabs. org/ geohack/ geohack. php?pagename=McDonald%27s& params=33. 9471_N_-118. 1182_E_
[10] http:/ / tools. wmflabs. org/ geohack/ geohack.php?pagename=McDonald%27s& params=34. 1255_N_-117. 2946_E_
[12] Steele, Jeffrey. " Oak Brook history in caring hands society president is part of village's changing heritage (http:/ / pqasb. pqarchiver. com/
chicagotribune/ access/ 32461979. html?dids=32461979:32461979& FMT=ABS& FMTS=ABS:FT& type=current& date=Jul+ 29,+ 1998&
author=Jeffrey+ Steele. + Special+ to+ the+ Tribune. & pub=Chicago+ Tribune& desc=OAK+ BROOK+ HISTORY+ IN+ CARING+
HANDS+ SOCIETY+ PRESIDENT+ IS+ PART+ OF+ VILLAGE'S+ CHANGING+ HERITAGE& pqatl=google)". Chicago Tribune. July
29, 1998. Page 88. Retrieved on September 17, 2009.
[13] Cross, Robert. " Inside Hamburger Central (http:/ / pqasb. pqarchiver. com/ chicagotribune/ access/ 648915512.
html?dids=648915512:648915512& FMT=ABS& FMTS=ABS:AI& type=historic& date=Jan+ 09,+ 1972& author=& pub=Chicago+
Tribune& desc=Inside+ Hamburger+ Central& pqatl=google)". Chicago Tribune. January 9, 1972. G18. Retrieved on September 17, 2009.
[15] aboutmcdonalds.com (http:/ / www.aboutmcdonalds.com/ mcd/ our_company. html), retrieved May 8, 2008
[22] "El nico Mc Donalds kosher del mundo fuera de Israel es certificado por Ajdut Kosher" (http:/ / www. kosher. org. ar/ kosher/ Mc
Donalds. pdf) (Spanish and English). Last consulted: 22/05/2011
[27] [27] Stanford University Press, 1998, edited by James L. Watson
[34] McHappy Day (http:/ / rmhc. org/ news-and-events/ mchappy-day/ ), Ronald McDonald House Charities. Retrieved 12 September 2010.
[35] McHappy Day (http:/ / www. mchappyday.com.au/ ) Retrieved 8 November 2010.
[40] Merriam-Webster: 'McJob' is here to stay (http:/ / www. cnn. com/ 2003/ SHOWBIZ/ books/ 11/ 11/ offbeat. mcjob. ap/ )
[42] Carrigan, Marylyn and De Pelsmacker, Patrick (2009). Will ethical consumers sustain their values in the global credit crunch? International
Marketing Review, 26(6), pp. 674687,(p.7).
[54] [54] Environmental Defense Fund. Task Force Report. p. 42.
[55] [55] Environmental Defense Fund and McDonald's Corporation. Waste Reduction Task Force Final Report. Oak Brook, IL: McDonald's, 1991.
p. 22.
[57] BBC online news article dated September 8, 2009 News.BB.co.uk (http:/ / news. bbc. co. uk/ 2/ hi/ 8243270. stm)
[61] </
McDonald's
12
Further reading
Thomas Derdak and Jay P. Pederson, ed. (2004). "McDonald's". International directory of company histories 67
(3rd ed.). St. James Press. pp.108109. ISBN9781558625129.
Love, John F. (April 1987). "Big Macs, Fries, and Real Estate". Financial Executive (4): 2026.
External links
Official website (http:/ / www. mcdonalds. com/ )
"Big Mac's Makeover: McDonald's Turned Around" (http:/ / www. economist. com/ business/ displaystory.
cfm?story_id=E1_PNRVRJR). The Economist. 2004-10-14.
CBC Archives (http:/ / archives. cbc. ca/ economy_business/ business/ clip/ 12844/ )CBC Television reports on
the opening of Moscow McDonald's (1990)
History of McDonald's
13
McDonald's
Type Public
Traded as
NYSE:MCD
[1]
S&P 500 Component
Number of locations
34,000+ worldwide
[1]
(Chairman)
Don Thompson
(President and CEO)
Products Fast food
Revenue
US$ 27.56 billion (2012)
[]
Operating income
US$ 8.60 billion (2012)
[]
Net income
US$ 5.46 billion (2012)
[]
Total assets
US$ 35.39 billion (2012)
[]
Total equity
US$ 15.29 billion (2012)
[]
Employees
1,800,000 (2013)
[2]
Website
[4]
The McDonald's restaurant concept was introduced in San Bernardino, California by Dick and Mac McDonald of
Manchester, New Hampshire. It was modified and expanded by their business partner, Ray Kroc, of Oak Park,
Illinois, who later bought out the business interests of the McDonald brothers in the concept and went on to found
McDonald's Corporation.
14
Early history
The oldest operating McDonald's on Lakewood and Florence in
Downey, California, was the chain's third restaurant and the second
to be built with the Golden Arches.
In 1937, Patrick McDonald opened "The Airdrome", a
food stand, on Huntington Drive (Route 66) near the
Monrovia Airport in Monrovia, California.
[3]
Hamburgers were ten cents, and
all-you-can-drink
[citation needed]
orange juice was five
cents. In 1940, his two sons, Maurice and Richard
("Mac" and " Dick"), moved the entire building 40
miles (64km) east, to West 14th and 1398 North E
Streets in San Bernardino, California. The restaurant
was renamed "McDonald's Bar-B-Q" and served
twenty five barbecued items on their menu.
In October 1948, after the McDonald brothers realized
that most of their profits came from selling
hamburgers, they closed down their successful carhop
drive-in to establish a streamlined system with a simple menu of just hamburgers, cheeseburgers, french fries,
shakes, soft drinks, and apple pie. The carhops were eliminated to make McDonald's a self-serve operation. Mac and
Dick McDonald had taken great care in setting up their kitchen like an assembly line to ensure maximum efficiency.
The restaurant's name was again changed, this time to simply "McDonald's," and reopened its doors on December
12, 1948.
In 1953, the McDonald brothers began to franchise their successful restaurant, starting in Phoenix, Arizona and
Downey, California; the latter is today the oldest surviving McDonald's restaurant. The McDonald brothers created
Speedee to symbolize the quick and efficient service system that they had devised. They later withdrew Speedee
because the Alka-Seltzer mascot was named Speedy, and McDonald's did not want to be affiliated with Alka-Seltzer.
Downey's Speedee is one of only a few remaining. His little legs, animated in neon, still run as fast as they can to
serve the restaurant's next customer. The Speedee sign was erected in 1959 at Downey with its single giant arch and
is a one-of-a-kind. It also hearkens back to the days of the postwar era when the roadside was filled with larger than
life advertisements of all shapes and colors vying for motorists' attention: "Hey pull in over here, This is Your Kind
of Place!" Designed by the architect Stanley Clarke Meston and his assistant Charles Fish, Downey's restaurant is the
oldest operating McDonald's in the world. Since it was franchised not by the McDonald's Corporation, but by the
McDonald brothers themselves to Roger Williams and Burdette Landon, the Speedee McDonald's was not required
to comply with the McDonald's Corporation's remodeling and updating requests over the years.
Recognizing the historic and nostalgic value of the intact 1953 structure, the McDonald's Corporation acquired the
store in 1990 and rehabilitated it to a modern but nearly original condition, and then built an adjacent museum and
gift shop to commemorate the site. Inside the small museum are many McDonald's artifacts from over the years, and
also a small display showing how the restaurant buildings evolved from the small walk-up candy striped stands to
the large more common mansard-roofed restaurants.
In 1954, Ray Kroc, a seller of Multi-mixer milkshake machines, learned that the McDonald brothers were using
eight of his machines in their San Bernardino restaurant. His curiosity was piqued, and he went to San Bernardino to
take a look at the McDonalds' restaurant. He was joined by good friend Charles Lewis who had suggested to Kroc
several improvements to the McDonald's burger recipe.
Believing that the McDonalds' formula was a ticket to success, Kroc suggested that they franchise their restaurants
throughout the country. When they hesitated to take on this additional burden, Kroc volunteered to do it for them. He
returned to his home outside of Chicago with rights to set up McDonald's restaurants throughout the country, except
in a handful of territories in California and Arizona already licensed by the McDonald brothers. Kroc's first
15
McDonald's restaurant opened in Des Plaines, Illinois, near Chicago, on April 15, 1955, the same day that Kroc
incorporated his company as McDonald's Systems, Inc. (which he would later rename McDonald's Corporation).
Ray Kroc's first McDonald's was then demolished after many remodels in 1984.
Once the Des Plaines restaurant was operational, Kroc sought franchisees for his McDonald's chain. The first snag
came quickly. In 1956 he discovered that the McDonald brothers had licensed the franchise rights for Cook County,
Illinois to the Frejlack Ice Cream Company. Kroc was incensed that the McDonalds had not informed him of this
arrangement. He purchased the rights back for $25,000, five times what the Frejlacks had originally paid, and
pressed forward. McDonald's grew slowly for its first three years. By 1958, there were 34 restaurants. In 1959,
however, Kroc opened 68 new restaurants, bringing the total to 102 locations.
Phenomenal growth in the 1960s and 1970s
The Big Mac hamburger made its debut in 1968
In 1960, the McDonald's advertising campaign "Look for the Golden
Arches" gave sales a big boost. Kroc believed that advertising was an
investment that would in the end come back many times over, and
advertising has always played a key role in the development of the
McDonald's Corporation. Indeed, McDonald's ads have been some of
the most identifiable over the years. In 1962, McDonald's introduced
its now world-famous Golden Arches logo. A year later, the company
sold its billionth hamburger and introduced Ronald McDonald, a
red-haired clown designed to appeal to children.
In the early 1960s, McDonald's really began to take off. The growth in
U.S. automobile use that came with suburbanization contributed
heavily to McDonald's success. In 1961 Kroc bought out the
McDonald brothers for $2.7 million, aiming at making McDonald's the number one fast-food chain in the country.
In 1965, McDonald's Corporation went public. Common shares were offered at $22.50 per share. By the end of the
first day's trading, the price had shot up to $30. A block of 100 shares purchased for $2,250 in 1965 was worth, after
12 stock splits (increasing the number of shares to 74,360), over $5.7 million as of year-end market close on
December 31, 2010. In 1985, McDonald's Corporation became one of the 30 companies that make up the Dow Jones
Industrial Average.
McDonald's success in the 1960s was in large part due to the company's skillful marketing and flexible response to
customer demand. In 1962, the Filet-O-Fish sandwich, billed as "the fish that catches people," was introduced in
McDonald's restaurants.
[]
The new item had originally met with disapproval from Kroc, but after its successful test
marketing, he eventually agreed to add it. Another item that Kroc had backed a year previously, a burger with a slice
of pineapple and a slice of cheese, known as a "hulaburger," had flopped (both it and the Filet-O-Fish were
developed in Catholic neighborhoods where burger sales dropped off markedly on Fridays and during Lent). The
market was not quite ready for Kroc's taste; the hulaburger's tenure on the McDonald's menu board was short. In
1968 the now legendary Big Mac made its debut, and in 1969 McDonald's sold its five billionth hamburger. Two
years later, as it launched the "You Deserve a Break Today" advertising campaign, McDonald's restaurants had
reached all 50 states.
In 1968, McDonald's opened its 1,000th restaurant, and Fred L. Turner became the company's president and chief
administrative officer. Kroc became chairman and remained CEO until 1973. Turner had originally intended to open
a McDonald's franchise, but when he had problems with his backers over a location, he went to work as a grillman
for Kroc in 1956. As operations vice president, Turner helped new franchisees get their stores up and running. He
was constantly looking for new ways to perfect the McDonald's system, experimenting, for example, to determine
the maximum number of hamburger patties one could stack in a box without squashing them and pointing out that
16
seconds could be saved if McDonald's used buns that were presliced all the way through and were not stuck together
in the package. Such attention to detail was one reason for the company's extraordinary success.
By the late 1960s, many of the candy-striped Golden Arches stores had been modified with enclosed walk-up order
areas and limited indoor seating. In June 1969, McDonald's introduced a new "mansard roof" building design
featuring indoor seating. The natural brick and cedar shake look mansards were a response to critics who berated
McDonald's architecture as too garish. It became the standard for McDonald's restaurants, and franchise holders were
ultimately required to demolish older restaurants and replace them with the new design.
McDonald's spectacular growth continued in the 1970s. Americans were more on-the-go than ever, and fast service
was a priority. In 1972, the company passed $1 billion in annual sales. By 1976, McDonald's had served 20 billion
hamburgers, and systemwide sales exceeded $3 billion.
The company pioneered breakfast fast food with the introduction of the Egg McMuffin in 1972 when market
research indicated that a quick breakfast would be welcomed by consumers. Five years later McDonald's added a full
breakfast line to the menu, and by 1987 one-fourth of all breakfasts eaten out in the United States came from
Kroc was a firm believer in giving "something back into the community where you do business." In 1974
McDonald's acted upon that philosophy in an original way by opening the first Ronald McDonald House, in
Philadelphia, to provide a "home away from home" for the families of children in nearby hospitals. Twelve years
after this first house opened, 100 similar Ronald McDonald Houses were in operation across the United States.
In 1974, with the opening of the first restaurant in the United Kingdom, the corporation became embroiled in a
public relations nightmare. On the employment forms (brought in from the U.S.) it asked employees if they wished
to contribute money to an I.R.A. (Individual Retirement Account). Given that the I.R.A. is also an acronym for the
terrorist organization the Irish Republican Army, the employees believed that McDonald's was contributing money
to a terrorist group. Decades later, many people still believe that McDonald's broke the U.S. federal law that
prohibits giving money to organizations deemed by the U.S. State Department to be terrorist groups (of which the
I.R.A. was one).
[citation needed]
There was some skepticism in the company's phenomenal growth internationally. When Wally and Hugh Morris
approached the corporation in 1974 to bring McDonald's into New Zealand, they were firmly shunned by Kroc,
citing a visit to the country and saying "There aren't any people... I never met a more dead-than-alive hole in my
life." Persistence by the brothers eventually led to their request being granted in May 1975, and managed to negotiate
a deal with the corporation by selling New Zealand cheese to the US to offset the high costs of importing plant
equipment. The first New Zealand restaurant opened in June 1976 at Porirua, near Wellington, to much more success
than the corporation predicted.
[4]
In 1975, McDonald's opened its first drive-thru window in Sierra Vista, Arizona, following Wendy's lead. This
service gave Americans a fast, convenient way to procure a quick meal. The company's goal was to provide service
in 50 seconds or less. Drive-thru sales eventually accounted for more than half of McDonald's systemwide sales.
Meantime, the Happy Meal, a combo meal for children featuring a toy, was added to the menu in 1979.
Surviving the 1980s "Burger Wars"
In the late 1970s, competition from other hamburger chains such as Burger King and Wendy's began to intensify.
Experts believed that the fast-food industry had become as big as it ever would, so the companies began to battle
fiercely for market share. A period of aggressive advertising campaigns and price slashing in the early 1980s became
known as the "burger wars." Burger King suggested to customers: "have it your way"; Wendy's offered itself as the
"fresh alternative" and asked of other restaurants, "Where's the beef?" But McDonald's sales and market share
continued to grow.
17
During the 1980s, McDonald's further diversified its menu to suit changing consumer tastes. The company
introduced the McChicken in 1980. It proved to be a sales disappointment and was replaced with series of different
chicken sandwiches a year later. Chicken McNuggets were invented by Rene Arend in 1979. They were so good that
every franchise wanted them. However, there wasn't a system to supply enough chicken products. The supply
problem was solved in 1983, when the McNuggets were made available nationwide. By the end of 1983,
McDonald's was the second largest retailer of chicken in the world.
[citation needed]
In 1985, ready-to-eat salads were
introduced to lure more health-conscious consumers. The 1980s were the fastest-paced decade yet. Efficiency,
combined with an expanded menu, continued to draw customers. McDonald's, already entrenched in the suburbs,
began to focus on urban centers and introduced new architectural styles. Although McDonald's restaurants no longer
looked identical, the company made sure food quality and service remained constant.
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.
In 1992 Michael R. Quinlan became president of McDonald's Corporation, and Fred L. Turner became chairman.
Quinlan, who took over as CEO in 1987, had started at McDonald's in the mailroom in 1963, and gradually worked
his way up. The first McDonald's CEO to hold an M.B.A. degree, Quinlan was regarded by his colleagues as a
shrewd competitor. In his first year as CEO the company opened 600 new restaurants.
McDonald's growth in the United States was mirrored by its stunning growth abroad. By 1991, 37 percent of
systemwide sales came from restaurants outside the United States. McDonald's opened its first foreign restaurant in
British Columbia, Canada, in 1967. By the early 1990s the company had established itself in 58 foreign countries
and operated more than 3,600 restaurants outside the United States, through wholly owned subsidiaries, joint
ventures, and franchise agreements. Its strongest foreign markets were Japan, Canada, Germany, Great Britain,
Australia, and France.
In the mid-1980s, McDonald's, like other traditional employers of teenagers, was faced with a shortage of labor in
the United States. The company met this challenge by being the first to entice retirees back into the workforce.
McDonald's placed great emphasis on effective training. It opened its Hamburger University in 1961 to train
franchisees and corporate decision-makers. By 1990, more than 40,000 people had received "Bachelor of
Hamburgerology" degrees from the 80-acre (320,000m
2
) Oak Brook, Illinois, facility. The corporation opened a
Hamburger University in Tokyo in 1971, in Munich in 1975, and in London in 1982.
Braille menus were first introduced in 1979, and picture menus in 1988. In March 1992, Braille and picture menus
were reintroduced to acknowledge the 37 million Americans with vision, speech, or hearing impairments.
Quinlan continued to experiment with new technology and to research new markets to keep McDonald's in front of
its competition. Clamshell fryers, which cooked both sides of a hamburger simultaneously, were tested. New
locations such as hospitals and military bases were tapped as sites for new restaurants. In response to the increase in
microwave oven usage, McDonald's, whose name is the single most advertised brand name in the world, stepped up
advertising and promotional expenditures stressing that its taste was superior to quick-packaged foods.
1990s: Growing pains
McRecycle USA began in 1990 and included a commitment to purchase at least $100 million worth of recycled
products annually for use in construction, remodeling, and equipping restaurants. Chairs, table bases, table tops,
eating counters, table columns, waste receptacles, corrugated cartons, packaging, and washroom tissue were all made
from recycled products. McDonald's worked with the U.S. Environmental Defense Fund to develop a comprehensive
solid waste reduction program. Wrapping burgers in paper rather than plastic led to a 90 percent reduction in the
wrapping material waste stream.
18
It took McDonald's 33 years to open its first 10,000 restaurants. The 10,000th unit opened in April 1988. Incredibly,
the company reached the 20,000-restaurant mark in only eight more years, in mid-1996. By the end of 1997 the total
had surpassed 23,000, and by that time McDonald's was opening 2,000 new restaurants each year, an average of one
every five hours.
Much of the growth of the 1990s came outside the United States, with international units increasing from about
3,600 in 1991 to more than 11,000 by 1998. The number of countries with McDonald's outlets nearly doubled from
59 in 1991 to 114 in late 1998. In 1993, a new region was added to the empire when the first McDonald's in the
Middle East opened in Tel Aviv, Israel. As the company entered new markets, it showed increasing flexibility with
respect to local food preferences and customs. In Israel, for example, the first kosher McDonald's opened in a
Jerusalem suburb in 1995. In Arab countries the restaurant chain used "Halal" menus, which complied with Islamic
laws for food preparation. In 1996 McDonald's entered India for the first time, where it offered a Big Mac made with
lamb called the Maharaja Mac. That same year the first McSki-Thru opened in Lindvallen, Sweden.
Overall, the company derived increasing percentages of its revenue and income from outside the United States. In
1992 about two-thirds of systemwide sales came from U.S. McDonald's, but by 1997 that figure was down to about
51 percent. Similarly, the operating income numbers showed a reduction from about 60 percent derived from the
United States in 1992 to 42.5 percent in 1997.
In the United States, the number of units grew from 9,000 in 1991 to 12,500 in 1997, an increase of about 40 percent.
The growth is considered by some to be excessive. Although the additional units increased market share in some
markets, a number of franchisees complained that new units were cannibalizing sales from existing ones. Same-store
sales for outlets open for more than one year were flat in the mid-1990s, a reflection of both the greater number of
units and the mature nature of the U.S. market.
It did not help that the company made several notable blunders in the United States in the 1990s. The McLean
Deluxe sandwich, which featured a 91 percent fat-free beef patty, was introduced in 1991, never really caught on,
and was dropped from the menu in February 1996 to make room for the Arch Deluxe. Several other 1990s-debuted
menu items, including fried chicken, pasta, fajitas, and pizza failed as well. The "grown-up" (and pricey) Arch
Deluxe sandwich was launched in May 1996 and the Deluxe Line was launched in September 1996 in a $200 million
campaign to gain the business of more adults, but were bombs. The following spring brought a 55-cent Big Mac
promotion, which many customers either rejected outright or were confused by because the burgers had to be
purchased with full-priced fries and a drink. The promotion embittered still more franchisees, whose complaints led
to its withdrawal. In July 1997 McDonald's fired its main ad agency, Leo Burnett, a 15-year McDonald's partner
after the nostalgic "My McDonald's" campaign proved a failure. A seemingly weakened McDonald's was the object
of a Burger King offensive when the rival fast-food maker launched the Big King sandwich, a Big Mac clone.
Meanwhile, internal taste tests revealed that customers preferred the fare at Wendy's and Burger King.
In response to these difficulties, McDonald's drastically cut back on its U.S. expansion. In contrast to the 1,130 units
opened in 1995, only about 400 new McDonald's were built in 1997. Plans to open hundreds of smaller restaurants in
Wal-Marts and gasoline stations were abandoned because test sites did not meet targeted goals. Reacting to
complaints from franchisees about poor communication with the corporation and excess bureaucracy, the head of
McDonald's U.S.A. (Jack M. Greenberg, who had assumed the position in October 1996) reorganized the unit into
five autonomous geographic divisions. The aim was to bring management and decision-making closer to franchisees
and customers.
On the marketing side, McDonald's scored big in 1996 and 1997 with a Teenie Beanie Baby promotion in which
about 80 million of the toys/collectibles were gobbled up virtually overnight. The chain received some bad publicity,
however, when it was discovered that a number of customers purchased Happy Meals just to get the toys and threw
the food away. For a similar spring 1998 Teenie Beanie giveaway, the company altered the promotion to allow
patrons to buy menu items other than kids' meals. McDonald's also began to benefit from a seven years global
marketing alliance signed with Disney/Pixar in 1998. Initial Disney/Pixar movies promoted by McDonald's included
19
A Bug's Life, Monsters, Inc., Finding Nemo and The Incredibles. Perhaps the most important marketing move came
in the later months of 1997 when McDonald's named DDB Needham as its new lead ad agency. Needham had been
the company's agency in the 1970s and was responsible for the hugely successful "You Deserve a Break Today"
campaign. Late in 1997, McDonald's launched the Needham-designed "Did Somebody Say McDonald's?" campaign,
which appeared to be an improvement over its predecessors.
Failed turnaround: late 1990s
Following the difficulties of the early and mid-1990s, several moves in 1998 seemed to indicate a reinvigorated
McDonald's. In February the company for the first time took a stake in another fast-food chain when it purchased a
minority interest in the 16-unit, Colorado-based Chipotle Mexican Grill chain. The following month came the
announcement that McDonald's would improve the taste of several sandwiches and introduce several new menu
items. McFlurry desserts, developed by a Canadian franchisee in 1997, proved popular when launched in the United
States in the summer of 1998. McDonald's that same month said that it would overhaul its food preparation system in
every U.S. restaurant. The new just-in-time system, dubbed "Made for You," was in development for a number of
years and aimed to deliver to customers "fresher, hotter food"; enable patrons to receive special-order sandwiches (a
perk long offered by rivals Burger King and Wendy's); and allow new menu items to be more easily introduced
thanks to the system's enhanced flexibility. The expensive changeover was expected to cost about $25,000 per
restaurant, with McDonald's offering to pay for about half of the cost; the company planned to provide about $190
million in financial assistance to its franchisees before implementation was completed by year-end 1999.
In May 1998, Greenberg was named president and CEO of McDonald's Corporation, with Quinlan remaining
chairman; at the same time Alan D. Feldman, who had joined the company only four years earlier from Pizza Hut,
replaced Greenberg as president of McDonald's U.S.A., an unusual move for a company whose executives typically
were long-timers. The following month brought another first, McDonald's first job cuts. The company said it would
eliminate 525 employees from its headquarters staff, a cut of about 23 percent. In the second quarter of 1998
McDonald's took a $160 million charge in relation to the cuts. As a result, the company, for the first time since it
went public in 1965, recorded a decrease in net income, from $1.64 billion in 1997 to $1.55 billion in 1998.
McDonald's followed up its investment in Chipotle with several more moves beyond the burger business. In March
1999 the company bought Aroma Caf, a UK chain of 23 upscale coffee and sandwich shops. In July of that year
McDonald's added Donatos Pizza, a midwestern chain of 143 pizzerias based in Columbus, Ohio. Donatos had 1997
revenues of $120 million. Also in 1999, McDonald's 25,000th unit opened, Greenberg took on the additional post of
chairman, and Jim Cantalupo was named company president. Cantalupo, who had joined the company as controller
in 1974 and later became head of McDonald's International, had been vice-chairman, a position he retained. In May
2000 McDonald's completed its largest acquisition yet, buying the bankrupt Boston Market chain for $173.5 million
in cash and debt. At the time, there were more than 850 Boston Market outlets, which specialized in home-style
meals, with rotisserie chicken the lead menu item. Revenue at Boston Market during 1999 totaled $670 million.
McDonald's rounded out its acquisition spree in early 2001 by buying a 33 percent stake in Pret A Manger, an
upscale urban-based chain specializing in ready-to-eat sandwiches made on the premises. There were more than 110
Pret shops in the United Kingdom and several more in New York City. Also during 2001, McDonald's sold off
Aroma Caf and took its McDonald's Japan affiliate public, selling a minority stake through an initial public
offering.
20
Refurbishing and creating a healthier image: Early 2000s
As it was exploring new avenues of growth, however, McDonald's core hamburger chain had become plagued by
problems. Most prominently, the Made for You system backfired. Although many franchisees believed that it
succeeded in improving the quality of the food, it also increased service times and proved labor-intensive. Some
franchisees also complained that the actual cost of implementing the system ran much higher than the corporation
had estimated, a charge that McDonald's contested. In any case, there was no question that Made for You failed to
reverse the chain's sluggish sales. Growth in sales at stores open more than a year (known as same-store sales) fell in
both 2000 and 2001. Late in 2001 the company launched a restructuring involving the elimination of about 850
positions, 700 of which were in the United States, and some store closings.
[citation needed]
In 2000 a McDonald's in Dearborn, Michigan in Greater Detroit was the first one in Michigan and the only one east
of the Mississippi River to offer halal food for Muslim customers.
[5]
There were further black eyes as well. McDonald's was sued in 2001 after it was revealed that for flavoring purposes
a small amount of beef extract was being added to the vegetable oil used to cook the french fries. The company had
cooked its fries in beef tallow until 1990, when it began claiming in ads that it used 100 percent vegetable oil.
McDonald's soon apologized for any "confusion" that had been caused by its use of the beef flavoring, and in
mid-2002 it reached a settlement in the litigation, agreeing to donate $10 million to Hindu, vegetarian, and other
affected groups. Also in 2001, further embarrassment came when 51 people were charged with conspiring to rig
McDonald's game promotions over the course of several years. It was revealed that $24 million of winning
McDonald's game tickets had been stolen as part of the scam. McDonald's was not implicated in the scheme, which
centered on a worker at an outside company that had administered the promotions.
McDonald's also had to increasingly battle its public image as a purveyor of fatty, unhealthful food. Consumers
began filing lawsuits contending that years of eating at McDonald's had made them overweight. McDonald's
responded by introducing low-calorie menu items and switching to a more healthful cooking oil for its french fries.
McDonald's franchises overseas became a favorite target of people and groups expressing anti-American and/or
anti-globalization sentiments. In August 1999 a group of protesters led by farmer Jos Bov destroyed a half-built
McDonald's restaurant in Millau, France. In 2002 Bov, who gained fame from the incident, served a three-month
jail sentence for the act, which he said was in protest against U.S. trade protectionism. McDonald's was also one of
three multinational corporations (along with Starbucks Corporation and Nike, Inc.) whose outlets in Seattle were
attacked in late 1999 by some of the more aggressive protesters against a World Trade Organization meeting taking
place there. In the early 2000s McDonald's pulled out of several countries, including Bolivia and two Middle Eastern
nations, at least in part because of the negative regard with which the brand was held in some areas.
Early in 2002, Cantalupo retired after 28 years of service. Sales remained lackluster that year, and in October the
company attempted to revive U.S. sales through the introduction of a low-cost Dollar Menu. In December 2002, after
this latest initiative to reignite sales growth failed and also after profits fell in seven of the previous eight quarters,
Greenberg announced that he would resign at the end of the year. Cantalupo came out of retirement to become
chairman and CEO at the beginning of 2003.
Cantalupo started his tenure by announcing a major restructuring that involved the 2002 quarterly loss, which
included the closure of more than 700 restaurants (mostly in the United States and Japan), the elimination of 600
jobs, and charges of $853 million. The charges resulted in a fourth-quarter 2002 loss of $343.8 million, the first
quarterly loss in McDonald's 38 years as a public company. The new CEO also shifted away from the company's
traditional reliance on growth through the opening of new units to a focus on gaining more sales from existing units.
By 2003, with Ray Kroc's McDonald's Corporation nearly 50 and the McDonald's fast food restaurant concept itself
old enough to qualify for AARP membership, the brand had perhaps become too familiar and sales figures stalled.
Analysts, management, owners, and customers alike recognized that the aged chain required revivification. The
question in need of solution was: How should McDonald's reinvent itself without losing its core values and maintain
relevance in the marketplace? To that end, several new menu items were successfully launched, including entree
21
salads, McGriddles breakfast sandwiches (which used pancakes in place of bread), and white-meat Chicken
McNuggets. Some outlets began test-marketing fruits and vegetables as Happy Meal options. It was quickly
determined that focus on customer experience was key in reversing the slippage. Then, a new global marketing
campaign was adopted which was designed around the notion of the "Rolling Energy" phase. Launched on
September 29, 2003, the campaign began featuring youthful images, hip music, and pop culture celebrities touting
the tagline, "I'm lovin' it." Next, James R. Cantalupo was called back from retirement to head the corporation and its
efforts to recapture golden luster. His plan was to keep things simple with a focus on the basics like customer
service, clean restrooms, and reliable appealing food (not unlike Ray Kroc's mantra of QSC and V: Quality, Service,
Cleanliness, and Value). In addition to the basics he determined to position the company with a more modern
coherent image in order to foster a McDonald's "experience" for customers. More than an advertising campaign he
and his team approved sweeping new architecture for McDonald's restaurants, the first major overhaul since 1969
when the now universally recognized signature double mansard roof became standard. In fact, Mr. Cantalupo
personally approved abandonment of the ubiquitous and familiar mansard in favor of what became the "Forever
Young" prototype topped with its swish eyebrow. This was the first global campaign in McDonald's history, as the
new slogan was to be used in advertising in more than 100 countries. It also proved to be the first truly successful ad
campaign in years; sales began rebounding, helped also by improvements in service. Cantalupo did not live to see
the fruits of his labor and he died in 2004 just as his modern vision for McDonald's was getting underway.
Nonetheless he had set things into motion causing a paradigm shift for the company resulting in a refreshed image
without a dilution of brand identity.
In December 2003, for instance, same-store sales increased 7.3 percent. Same-store sales rose 2.4 percent for the
entire year, after falling 2.1 percent in 2002. Also, in that month, McDonald's announced that it would further its
focus on its core hamburger business by downsizing its other ventures. The company said that it would sell Donatos
back to that chain's founder. In addition, it would discontinue development of non-McDonald's brands outside of the
United States. This included Boston Market outlets in Canada and Australia and Donatos units in Germany.
McDonald's kept its minority investment in Pret A Manger, but McDonald's Japan was slated to close its Pret units
there. These moves would enable the company to concentrate its international efforts on the McDonald's chain, while
reducing the non-hamburger brands in the United States to Chipotle and Boston Market, both of which were
operating in the black.
McDonald's continued to curtail store openings in 2004 and to concentrate on building business at existing
restaurants. Much of the more than $1.5 billion budgeted for capital expenditures in 2004 was slated to be used to
remodel existing restaurants. McDonald's also aimed to pay down debt by $400 million to $700 million and to return
approximately $1 billion to shareholders through dividends and share repurchases. Cantalupo also set several
long-term goals, such as sustaining annual systemwide sales and revenue growth rates of 3 to 5 percent. In a move to
both simplify the menu and make its offerings less fattening, McDonald's announced in March 2004 that it would
phase out Super Size french fries and soft drinks by the end of the year.
In the 1960s, the 1970s, the 1980s, and the 1990s, "no loitering" had been McDonald's motto. Ray Kroc had decreed
upon the origins of his version of the chain that pay telephones, jukeboxes, and vending machines of any kind were
forbidden at McDonald's restaurants. The goal had been to quickly serve customers and not force them to stay in the
restaurants any longer than it took them to eat a hamburger. Along that line of thinking, dining areas were designed
with minimalist hard plastic tables and chairs which were more often than not bolted in place. Thus customers
consumed their fast food in scant comfort without dillydally allowing room for the next hurrying customers.
With the new "Forever Young" design (adopted in 2006), the first major redesign since 1969, McDonald's turned a
new page for itself. New and remodeled restaurants feature dining zones with "distinct personalities." Most of them
offer three sections or zones. A linger zone is designed to accommodate young adults who might dawdle and
socialize while sitting comfortably on armchairs or sofas using free wifi access. Another zone offers counters and
stools for patrons in a hurry who might just grab and go. The third and perhaps most important zone is the one for
22
families or groups where seating arrangements can be reconfigured to meet a variety of needs. Also, harsh colors and
hard plastics have been replaced with custom earth tones and flexible padded fabric covered booth seating all in
hopes of engaging diners to loiter and perhaps spend more money and in addition to architecture and furnishings, the
McDonald's menu has been tweaked to offer a larger variety of what the corporation refers to as more healthy food.
McDonald's franchisees are required to go by the directions of their parent and perhaps more than a few have
complained about the Forever Young changes. First people the world over recognize the mansard buildings and
identify McDonald's with them. A new look breaks new ground for potential patrons. The next objection is cost. In
2008, a new build swish-brow store was said to cost upwards of $1 million and renovation of an existing unit to meet
the new standards as much as $400,000. With a large percentage of sales from drive-in business franchisees could
argue that the expensive interior redesign is unwarranted for their bottom lines.
2010s
In July 2011, McDonald's announced that their largest restaurant in the world will be built on the 2012 London
Olympics site. The restaurant will contain over 1,500 seats and is half the length of an American Football field. Over
470 staff will be employed serving on average (during the 2012 Olympics) 100,000 portions of fries, 50,000 Big
Macs and 30,000 Milkshakes. This restaurant will overshadow the current largest McDonald's in the world in
Moscow, Russia.
[citation needed]
In January 2012, the company announced revenue for 2011 reached an all-time high of $27 billion, and that 2400
restaurants would be updated and 1300 new ones opened worldwide.
[6]
That year McDonald's introduced its first Hmong language advertising in the United States at a restaurant in
Minneapolis. However it was unintelligible to Hmong speakers.
[7]
Timeline
1937: Patrick McDonald opens a hamburger and drinks stand called "The Airdrome" on historic Route 66 (now
Huntington Drive) near the Monrovia Airport in Monrovia, California.
1940: Brothers Richard and Maurice McDonald move The Airdrome building 40 miles (64km) east to San
Bernardino, California, where they open the first McDonald's restaurant, near U.S. Route 66, at West 14th St and
1398 North E St., on May 15. Its menu consisted of 25 items, mostly barbecue. As was common at the time, they
employed around 20 carhops. It became a popular and highly profitable teen hangout, and it was directed by Eric
VanDemark.
1948: After noting that almost all of their profits came from hamburgers, the brothers closed the restaurant for
several months to implement their innovative "Speedee Service System", a streamlined assembly line for
hamburgers. The carhops are fired, and when the restaurant reopens it sells only hamburgers, milkshakes, and
french fries. At 15 cents, the burgers are about half as expensive as at standard diners, and they are served
immediately. The restaurant is extremely successful, and its fame is spread by word of mouth.
1953: The McDonalds begin to franchise their restaurant, with Neil Fox the first franchisee. The second
McDonald's opens in Phoenix, Arizona at N. Central Ave and Indian School Road. It is the first to feature the
Golden Arches design; later this year the original restaurant in San Bernardino is rebuilt in the same style.
23
Third McDonald's restaurant in Downey,
California, at the corner of Lakewood Blvd and
Florence Ave. It is the oldest McDonald's
restaurant still in operation.
1953: Third McDonald's restaurant opens, in Downey, California at
the corner of Lakewood Blvd and Florence Avenue, and is the
oldest McDonald's restaurant still in operation.
[8]
1954: Entrepreneur and milkshake-mixer salesman Ray Kroc
becomes fascinated by the McDonald's restaurant during a sales
visit, when he learns of its extraordinary capacity and popularity.
Others who had visited the restaurant and come away inspired were
James McLamore, founder of Burger King, and Glen Bell, founder
of Taco Bell. After seeing the restaurant in operation, Kroc
approaches the McDonald brothers, who have already begun
franchising, with a proposition to let him franchise McDonald's
restaurants outside the company's home base of California and
Arizona, with himself as the first franchisee. Kroc works hard to sell McDonald's. He even attempts to prevail on
his wartime acquaintance with Walt Disney, in the failed hope of opening a McDonald's at the soon-to-be-opened
Disneyland.
Ray Kroc's first franchised restaurant, the
tenth-ever location at Blackstone and Shields
Avenues (though torn down and rebuilt twice in
Fresno, California.
1955: Ray Kroc founds "McDonald's Systems, Inc." on March 2, as
a legal structure for his planned franchises. Kroc opens the ninth
McDonald's restaurant in Des Plaines, Illinois, in suburban Chicago
on April 15.
1955: Ray Kroc hires Fred L. Turner (later CEO and Chairman) as a
grillman in his store in Des Plaines.
1958: McDonald's worldwide sells its 100 millionth hamburger.
1958: First Tampa Bay Area location of McDonald's opens in
Tampa, Florida.
1959: The 100th McDonald's restaurant opens in Fond du Lac,
Wisconsin.
1959: McDonald's begins billboard advertising.
1960's
1960: First New England location of McDonald's opens in Boston, Massachusetts.
1960: Kroc's company is renamed "McDonald's Corporation".
1961: The McDonald brothers agree to sell Kroc business rights to their operation for $2.7 million, a sum that
Kroc borrows from a number of investors, including Princeton University; Kroc considers the sum extreme, and it
strains his relationship with the brothers. In a handshake agreement, the brothers would also receive an overriding
royalty of 1% on the gross sales. At the closing table the brothers told Ray that they were giving the real estate
and rights to the original unit to the founding employees. Ray closed the transaction, then refused to acknowledge
the royalty portion of the agreement because it wasn't in writing. The brothers keep their original restaurant, but in
an oversight they fail to retain the right to remain a McDonald's franchise. Renamed "The Big M", Kroc drives it
out of business by opening a McDonald's just one block north; he attends the opening. Had the brothers
maintained their original agreement, which granted them 0.5% of the chain's annual revenues, they or their heirs
would have been collecting in excess of $100 million per year today. Had the brothers closed their handshake
agreement with Ray, these royalties would have doubled.
1961: Hamburger University opens in the basement of the Elk Grove Village, Illinois, McDonald's restaurant.
Bachelor of Hamburgology degrees went to graduating class of 15.
1962: McDonald's first national magazine ad appears in Life magazine.
1962: The first McDonald's restaurant with seating opens in Denver, Colorado.
24
1963: One of Kroc's marketing insights is his decision to advertise McDonald's hamburgers to families and
children. Washington, D.C. franchisees John Gibson and Oscar Goldstein (Gee Gee Distributing Corporation)
sponsor a children's show on WRC-TV called Bozo the Clown, a franchised character played by Willard Scott
from 1959 until 1962. After the show was cancelled, Goldstein hires Scott to portray McDonald's new mascot,
named Ronald McDonald. According to Scott, they wanted to pay him in stock, but Scott decided to take the
money. Scott, looking nothing like the familiar appearance of any McDonaldland character as is known today,
appeared in the first three television advertisements featuring the character. After changing the character's first
name to "Ronald" and replacing Scott with a new actor, and giving him the more familiar red, white, and yellow
clown features, the character eventually spreads to the rest of the country via an advertising campaign. Years
later, an entire cast of "McDonaldland" characters is developed.
1963: The Filet-O-Fish is introduced in Cincinnati, Ohio, in a restaurant located in a neighborhood dominated by
Roman Catholics who practiced abstinence (the avoidance of meat) on Fridays. It is the first new addition to the
original menu, and goes national the following year, with fish supplied by Gorton's of Gloucester. See also Lou
Groen
1963: McDonald's sells its one billionth hamburger.
1963: The 500th McDonald's restaurant opens in Toledo, Ohio.
1964: McDonald's issues its first annual report.
1965: Second New England location opens in Windsor, Connecticut.
1967: Third location in New England opens in Providence, Rhode Island (also first in state)
1967: The first McDonald's restaurant outside the United States opens in Richmond, British Columbia.
1967: The chain's stand-alone restaurant design which is still most common today, with mansard roof and indoor
seating, is introduced.
1968: The Big Mac (similar to the Big Boy hamburger), the brainchild of Jim Delligatti, one of Ray Kroc's
earliest franchisees, who by the late 1960s operated a dozen stores in Pittsburgh, Pennsylvania, is first introduced
in the Pittsburgh market in 1967, before going system/nationwide a year later, following its great local success.
The Hot Apple Pie is also introduced this year.
1968: The 1000th McDonald's restaurant opens in Des Plaines, Illinois.
1970's
An early-1970s McDonald's sign in Austin,
Minnesota, showing the number of burgers sold.
From 1969, the number was displayed in billions,
increasing with every 5 billion. When the total
reached 100 billion in 1993, the signs of this era
were changed to display 99 billion permanently,
as there was only room for two digits, though
some signs use the "Billions and Billions Served"
tagline.
1970: McDonald's opens in Costa Rica, its third country after the
United States and Canada.
1970: Having changed hands in 1968, the original "Big M"
restaurant closes. It is demolished two years later, with only part of
the sign remaining; this has since been restored.
1971: The first Asian McDonald's opens in July in Japan, in Tokyo's
Ginza district.
1971: On August 21, the first European McDonald's outlet opens, in
Zaandam (near Amsterdam) in the Netherlands. The franchisee is
Ahold.
1971: The first McDonald's in Germany (Munich) opens in
November. It is the first McDonald's to sell alcohol, as it offers
beer. Other European countries follow in the early 1970s.
1971: The first Australian McDonald's opens in the Sydney suburb
of Yagoona in May.
1972: The McDonald's system generates $1 billion in sales through
2200 restaurants.
[9]
25
1972: The 2000th McDonald's restaurant opens in Des Plaines, Illinois.
1972: The first McDonald's in France opens, in Crteil, even though the company officially recognizes the first
outlet in Strasbourg in 1979.
1973: The first McDonald's Playland opens in Chula Vista, California.
1973: The first Swedish McDonald's restaurant opens in Stockholm, 23 October.
1973: The Quarter Pounder is introduced.
1973: The Egg McMuffin, invented by Herb Peterson, owner and operator of a Santa Barbara franchise, is
introduced to the menu.
1974: On November 13, the first McDonald's in the United Kingdom opens in Woolwich, southeast London. It is
the company's 3000th restaurant.
1974: The first Ronald McDonald House opens in Philadelphia, Pennsylvania.
1975: The first Hong Kong McDonald's opens in January in Paterson Street, in Causeway Bay, Hong Kong
Island. It is also the first McDonald's restaurant in Greater China and the Four Asian Tigers.
1975: Drive-Thru is introduced in January in Sierra Vista, Arizona in order to serve meals to soldiers from nearby
Fort Huachuca who were not allowed to wear BDUs while off post except while in a vehicle. The Drive-Thru is
later known as "McDrive" in some countries.
1976: McDonald's pays its first cash dividend .
1977: McDonald's adds a breakfast line to the U.S. menu.
1978: The 5000th McDonald's restaurant opens in Kanagawa, Japan.
1978: Hamburger University celebrates the graduation of its 15,000th student.
1979: The Happy Meal is introduced in the U.S.
1979: The first McDonald's in Southeast Asia opens, in Singapore.
1979: The first McDonald's in South America opens, in Brazil.
1980's
A McDonald's in a Toronto, Ontario, Canada
Wal-Mart store. Note the maple leaf on the
Golden Arches.
1980: McDonald's introduces the McChicken sandwich, its first
poultry item. It flops, and is removed from the menu, but is later
reintroduced after Chicken McNuggets prove successful.
1980: The Chicken McNuggets are introduced to the menu and
instantly become a success by early-1983.
1980: The 6000th McDonald's restaurant opens in Munich,
Germany.
1981: The first Ronald McDonald House outside the U.S. opens in
Toronto, Canada.
1981: The first McDonald's in the Philippines opens, in Morayta,
Manila.
1982: The first McDonald's in Malaysia opens, at Jalan Bukit
Bintang, Kuala Lumpur.
1982: McDonald's stages an in-house rivalry between the Chicken McNuggets and the Big Mac as the advertising
campaign involved the slogan "Which will be number one?".
1983: After gaining much success, the McNuggets begin rolling out nationwide starting in January.
1984: The first McDonald's in Taiwan opens in January, at Songshan District, Taipei.
1984: Ray Kroc dies on January 14.
26
McDonald's in Barcelona, Spain
1984: The company is a main sponsor of the 1984 Summer
Olympics. Its U.S. restaurants lose money on the game "When The
US Wins, You Win" after the Soviet bloc nations boycott the
Games, leading to a high number of medals won by the U.S (this is
later parodied in an episode of The Simpsons, with Krusty the
Klown's Krusty Burger chain suffering a similar fate).
1984: On 18 July, James Huberty committed the worst mass murder
(at the time) in the US, when he opened fire at the San Ysidro
branch, killing 21 people before he was gunned down by a SWAT
team sniper.
1985: McDonald's opens its first restaurant in Italy, in Bolzano.
1985: Saul Kahan opens the first McDonald's restaurant in Mexico City, Mexico.
1986: Ali Vardar opens the first McDonald's restaurant in stanbul, Turkey.
1987: The first Macauese McDonald's opens on the Rua do Campo, Macau. It's also the first McDonald's
restaurant in Portugal when Macau was under the control of Portugal.
1987: On August 12, a Piper Cheyenne, which started in Augsburg, Germany, was on a simulated approach to
Munich's main airport Riem, when all instruments failed. The plane crashed into the McDonald's restaurant in the
Wasserburger Landstrasse. Fourteen people were killed in the incident: 4 in the plane, 3 on the street or in a bus,
which was also struck by the plane, and 7 in the restaurant. The McDonald's in the Wasserburger Landstrasse has
since been rebuilt. [10]
1987: On 23 November, The first Scottish store opened in Dundee, followed by Kirkcaldy.
[11]
13 years after
McDonald's first appeared in Britain.
1988: The first Korean McDonald's restaurant opens in March, in Seoul's Apgujeong-dong district.
1988: McDonald's opens its first restaurant in a communist country, in Belgrade, Yugoslavia (now Serbia).
Budapest, Hungary follows in the same year.
1990's
McDonald's in First McDonald's in Russia,
Moscow, Russia
1990: On January 31, the first Soviet McDonald's opens, in
Moscow. At the time it is the largest McDonald's in the world . For
political reasons, McDonald's Canada is responsible for this
opening, with little input from the U.S. parent company; a wall
display within the restaurant shows the Canadian and Soviet flags.
To overcome Soviet supply problems, the company creates its own
supply chain, including farms, within the USSR. Unlike other
foreign investments, the restaurant accepts rubles, not dollars, and is
extremely popular, with waiting lines of several hours common in
its early days.
1990: Many other McDonald's restaurants open in Eastern Europe.
1990: In October, the first McDonald's opens in mainland China, in the city and Special Economic Zone (SEZ) of
Shenzhen, Guangdong province.
1991: McDonald's opens its first restaurant in Portugal (expect Macau), in Lisbon's Cascaishopping.
1992: The first McDonald's opens in Africa, in Casablanca, Morocco.
27
McDonald's in Saint Petersburg, Russia
McDonald's in Sanya, Hainan (China). This one
is a soft drink/ice cream stand.
1992: Stella Liebeck receives third-degree burns from coffee
purchased at a McDonald's drive-through. She sued in what became
known as the McDonald's coffee case.
1992: Derek Wood, an employee, and two friends rob a McDonald's
in Sydney River, Nova Scotia, killing three and severely injuring
another. Wood is serving a life sentence for his role in the Sydney
River McDonald's murders.
1992: On April 23, the world's largest McDonald's opens in Beijing,
China (over 700 seats). Along with adjacent buildings, it is later
demolished.
1992: On April 28, seven McDonald's restaurants are bombed in
Taiwan, killing one policeman and injuring four.
1992: The fried apple pie is replaced with a baked apple pie. Fried
pies can still be found today in some locations, see the Fried Apple
Pie Locator
[12]
.
1993: The company launches its first seagoing restaurant aboard the
Finnish cruiseferry Silja Europa, sailing between Helsinki and
Stockholm.
1993: On December 8, McDonald's opens its golden arches in Saudi
Arabia for the first time.
1993 McCaf is launched in Melbourne, Australia by Ann Brown.
By 2002 the chain had spread to 13 countries worldwide. The first
one in America was launched in 2001. By 2003 it was the largest coffee shop brand in Australia and New
Zealand.
1994: The Catalyst Award is given to McDonald's in honour of their program to foster leadership development in
women.
1995: McDonald's receives complaints from franchisees that too many franchises are being granted, leading to
competition among franchisees. McDonald's starts conducting market impact studies before granting further
franchises.
1995: In an effort to cultivate a more "adult" image, McDonald's launches the Arch Deluxe sandwich with a
massive ad campaign. Both the campaign and sandwich fail miserably and are quickly discontinued.
1995: Following the end of apartheid, the first McDonald's in South Africa opens.
1996: First McDonald's opens in Belarus, marking the chain's 100th country (by its own calculation; however,
this total included many non-sovereign territories). At the opening ceremony, the Belarusian militia are accused
of brutality toward members of the public hoping to enter the restaurant in Minsk.
1996: First McDonald's opens in Lima, Peru, managed by Operaciones Arcos Dorados de Per S.A.
1996: The first Indian McDonald's opens.
1997: McDonald's wins the "McLibel" case, in what many consider to be a Pyrrhic victory in terms of the
company's image. Only about half of the counts are in McDonald's favour despite enormous legal resources
deployed against self-representing defendants.
1997: The McFlurry is invented by a Canadian franchise.
1998: Jack M. Greenberg succeeds Michael R. Quinlan as CEO.
1999: First McDonald's restaurant opens in Tbilisi, Georgia. Jack Greenberg is elevated to Chairman and CEO.
1999: French leftist activist Jos Bov and others gain worldwide attention when they destroy a half-built
McDonald's franchise in Millau (Aveyron). The incident follows a European Union ban on American meat
imports, on the grounds that they use hormone treatments; in response the U.S. had increased import duties on
French Roquefort cheese and other European Union products. Bov was sentenced to three months in prison for
28
his role in the incident.
2000's
2000: Eric Schlosser publishes Fast Food Nation, a book critical of fast food in general and McDonald's in
particular.
2000: The company opens its 1000th British store, inside the Millennium Dome.
2001: The FBI reports that employees of Simon Worldwide, a company hired by McDonald's to provide
promotion marketing services for Happy Meals and the 'Millionaire'/'Monopoly' contest, stole winning game
pieces worth more than $20 million.
2002: A survey in Restaurants and Institutions magazine ranks McDonald's 15th in food quality among
hamburger chains, highlighting the company's failure to enforce standards across its franchise network.
2002: McDonald's posts its first quarterly loss ($344m), for the last quarter. It responds to the stiff competition
from other fast-food restaurants, offering higher quality burgers and more variety, by attempting to move more
upmarket by expanding its menu and refitting restaurants. It announces it is withdrawing from three countries
(including Bolivia) and closing 175 underperforming restaurants.
2002: In October of this year, McDonald's opens the first of 2 corporate stores in Lincoln, Nebraska to test
concept restaurant called "3N1". The concept incorporated a "Sandwich & Platter" casual dining area, a "bakery
and ice cream" area featuring gourmet coffees, and a traditional McDonald's into one building [13]. The second
store is launched approximately six months later [14]. The concept is spearheaded by Tom Ryan, who was
Executive Vice President and Chief Concept Officer at the time. The concept is abandoned in less than a year, and
Ryan leaves McDonald's to join Quiznos Sub [15].
2002: McDonald's introduces a new menu board design featuring realistic photos of its products against a
blue-white gradient background.
2003: James Richard Cantalupo is elected Chairman and Chief Operating Officer, succeeding Jack M. Greenberg.
Just prior to assuming his post Cantalupo shuts down Project Innovate, a global consulting project that had
already spent $170 million of a projected 5-year budget of $1.2 billion.
[16]
2003: McDonald's starts a global marketing campaign which promotes a new healthier and higher-quality image.
The campaign was labeled "i'm lovin' it" and begins simultaneously in more than 100 countries around the world.
2003: According to Technomic, a market research firm, McDonald's share of the U.S. market had fallen three
percentage points in five years and was at 15.2%. [17]
2003: The firm reports a $126M USD loss for the fourth quarter [18].
2003: McDonald's introduces their premium salads, the McGriddles and the chicken selects.
2004: Morgan Spurlock directs and stars in Super Size Me, a documentary film in which he eats nothing but
McDonald's food for 30 days to the great detriment of his health.
2004: After the release of Super Size Me, McDonald's does away with their Supersize options.
2004: Chairman and CEO Jim Cantalupo dies suddenly at the age of 60 in his hotel room of an apparent heart
attack while attending the annual franchisee convention in Orlando, FL on April 19. A 30-year veteran of the
organization, Cantalupo had previously served as President and CEO of McDonald's International. He is credited
with introducing the premium salad line and reformulating Chicken McNuggets to include leaner, all-white
meat.[19]
[20]
Andrew J. McKenna, Sr., a prominent Chicago businessman and a McDonald's director, is elected
Nonexecutive Chairman, and Charlie Bell of Sydney, Australia, is elected President and CEO of McDonald's
Corporation. A month later Bell is diagnosed with colorectal cancer during a physical exam required for his new
post and dies in January of the next year. Like retired chairman and former CEO Fred L. Turner, Bell began his
McDonald's career as a crew member. He was promoted frequently, serving as the corporation's Chief Operating
Officer and as President of both McDonald's Europe and of the Asia/Pacific, Middle East and Africa Group.
[21]
2005: Jim Skinner is elected President and CEO. Skinner began his McDonald's career as a trainee restaurant
manager at a McDonald's in Carpentersville, Illinois in 1971 after serving nearly ten years with the US
29
Navy.
[22][23]
2005: McDonald's experiments with call centers for drive-through orders. The center, located in Fargo, North
Dakota, takes orders from more than a dozen stores in Oregon and Washington. The experiment is in part
motivated by labor costs, since the minimum wage in North Dakota is over 40% lower than that in Oregon or
Washington.
2005: Owing in part to competitive pressure, McDonald's Australia adopts "Made for you" cooking platform in
which the food is prepared from pre-cooked meat after the customer orders (as opposed to the firm's normal
procedure since 1948, in which the food is cooked then sold as needed). It should become standard practice in all
Australian restaurants by 2007. Some restaurants in New Zealand also follow suit. The practice had earlier been
tested, and abandoned, in the U.S.
2005: McDonald's in Singapore began their McDelivery service: customers place their food orders over the
phone, and it is delivered to wherever they are. The service is available 24 hours a day, 7 days a week.
2005: McDonald's opens a Wi-Fi service in selected restaurants with Nintendo DS video games.
2005: A fired employee with Asperger's Syndrome, who was terminated for hitting a customer, murders his
former manager at a McDonald's outlet in West Sussex, England. Shane Freer (20) stabbed Jackie Marshall (57)
to death during a children's party at the fast food restaurant she was supervising. Freer was convicted and
sentenced to life in prison by Lewes Crown Court.[24]
2005: Ronald McDonald gets a leaner, sportier look.
2006: McDonald's announces that it will include nutritional information on the packaging for all products
beginning in March [25] and that its upcoming menu changes will emphasize chicken, salads, and other "fresh
foods" rather than hamburgers [26].
2006: McDonald's begins their "forever young" branding by redesigning their restaurants.
2006: Anna Svidersky is murdered by David Sullivan while working in an Anderson Road McDonald's in
Vancouver, Washington.
2006: McDonald's and Disney end their 10 year promotional partnership.
2007: DreamWorks Animation and McDonald's begins promotional partnership.
2007: McDonald's reintroduces its 42-ounce super-size soda under the name Hugo.
2008: McDonald's introduces the McSkillet burrito. This larger breakfast consists of scramble eggs, red & green
bell peppers, onions, potatoes, salsa and sausage wrapped in a flour tortilla.
2008: McDonald's introduces the Chicken Biscuit and the Southern Style Chicken Sandwich.
2008: In November, McDonald's starts phasing in new designs for their containers. On October 31, they also
introduced a new menu board design featuring warmer, darker colors, more realistic photos with the food on
plates and drinks in glasses. The design hit nationwide in 2009and expanded across the world through 2010.
2009: 20th Century Fox and McDonald's begins promotional partnership.
2009: McDonald's introduces three versions of Angus Burgers: Angus Deluxe, Angus Bacon & Cheese, and
Angus Mushroom & Swiss.
2009: First McDonald's opens in Cusco, Peru. Since 1996 a total of 21 McDonald's, 8 McCaf and 36 soft
drink/ice cream stands are opened in Lima and across Peru. 20 more McDonald's are scheduled to be opened in
the next two fiscal years.
30
2010's
2010: McDonald's introduces Real Fruit smoothies and the Angus Snack Wrap.
2010: McDonald's introduces Fruit & Maple Oatmeal to its menu.
2011: McDonald's reintroduces the Asian salad.
2011: McDonald's makes a deal with the Marine Stewardship Council to certify the fish used for the Filet-O-Fish
sold in Europe.
[27]
2012: McDonald's begins posting the calories count for items on the menus and menu boards in the drive-thru.
[28]
2013: McDonald's discontinues it's line of angus burgers and introduces a new modified line of its quarter pound
hamburgers.
In 2013 the first McDonald's burger restaurant franchise in Vietnam was awarded to the son in law of the
Vietnamese prime minister.
[29]
References
[5] "Restaurant caters to Muslim customers." The Detroit News. September 28, 2000. Retrieved on July 5, 2013. "A Dearborn McDonald's has
become the first McDonald's restaurant in the state and the only McDonald's east of the Mississippi to offer food acceptable to strict Muslim
dietary laws. The McDonald's at 14860 Michigan, east of Greenfield, now offers halal McNuggets. Halal is an Arabic word meaning lawful,
or permitted. Halal meat is prepared according to the dictates of the Koran, much like kosher food. Muslims are[...]" Available from the
archives of (http:/ / nl.newsbank. com/ nl-search/ we/ Archives?p_action=keyword& s_search_type=keyword& p_product=DTNB&
p_theme=gannett& s_site=detnews) The Detroit News: Article ID det8723702.
[7] Melo, Frederick. " St. Paul: McDonald's Hmong pitch mangles language (http:/ / www. twincities. com/ stpaul/ ci_21458154/
st-paul-mcdonalds-hmong-pitch-mangles-language)." Twin Cities Pioneer Press. September 2, 2012. Updated on September 3, 2012.
Retrieved on May 10, 2013.
[8] http:/ / www. roadsideamerica. com/ tip/ 6318
[9] Ray Kroc and the Fast Food Industry (http:/ / www.wiley. com/ legacy/ products/ subject/ business/ forbes/ kroc. html)
[10] http:/ / news. google.com/ newspapers?id=TFYVAAAAIBAJ& sjid=a-QDAAAAIBAJ& pg=3840%2C8378207
[12] http:/ / www.ccytsao.com/ friedapplepie. htm
[13] http:/ / app.McDonald's.com/ countries/ usa/ whatsnew/ pressrelease/ 2002/ 10112002/
[14] http:/ / www.mcdepk. com/ McDonald's3n1restaurant/ index. html
[15] http:/ / www.fastcompany.com/ fast50_05/ winners/ 6.html
[17] http:/ / www.nytimes.com/ 2003/ 03/ 03/ business/ 03BURG. html?ex=1047272400& en=5a465b7c664cef9e& ei=5062&
partner=GOOGLE
[18] http:/ / news. bbc. co. uk/ 2/ hi/ business/ 3432155.stm
[19] http:/ / money.cnn. com/ 2004/ 04/ 19/ news/ fortune500/ McDonald's_ceo/ index. htm
[24] http:/ / news. bbc. co. uk/ 1/ hi/ england/ southern_counties/ 5367466. stm
[25] http:/ / biz.yahoo. com/ rb/ 060116/ leisure_McDonald's. html?. v=1
[26] http:/ / money.cnn. com/ 2006/ 01/ 16/ news/ companies/ McDonald's/
[29] " McDonald's to open its first location in Vietnam (http:/ / www. houstonchronicle. com/ business/ article/
McDonald-s-to-open-its-first-location-in-Vietnam-4669316. php)." Associated Press at Houston Chronicle. July 17, 2013. Retrieved on July
17, 2013.
McDonald's urban legends
31
Urban legends about the fast-food chain McDonald's abound. These legends include claims about the food and
allegations of discrimination by the company.
Unusual ingredients
Large companies have been the subject of rumors that they substitute unusual or unethical substances in their
products, usually to decrease costs. McDonald's is not immune to such claims.
Earthworms
Dating back to at least 1978, this rumor claims that McDonald's restaurants use earthworms in their hamburgers.
[1][2]
Cow eyeballs
One belief is that McDonald's uses cow eyeballs in its products, permitting it to brand them as "100% beef".
[3]
However, the USDA mandates that all beef by-products, including cow eyeballs, be appropriately labeled.
McDonald's, has asserted that its products contain "100% pure USDA inspected beef; no additives, no fillers, no
extenders." In addition, cow eyeballs are actually more expensive than the more commonly eaten cow parts, due to
demand from scientific institutions for experiments.
[4]
A related claim is that McDonald's buys its meat from a company called "100% beef", making it possible for
McDonald's to call beef by-products and soy products "100% beef".
[5]
Mutant laboratory meat
Around MarchApril, 2000, an Internet rumor spread via e-mail in Brazil claimed that McDonald's meat was
actually made from a genetically modified animal maintained in a laboratory. The e-mail stated that "the few who
saw it assure it is a very unpleasant sight: they have no limbs or horns, no bones (undeveloped cartilage instead), no
eyes, no tail and no fur; its head is about the size of a Baseball; they are fed through tubes connected directly into
their stomach".
[6]
The e-mail carries on saying that "some irreversible health damage can be done by eating this meat, resulting in
diseases who manifest themselves in a way similar to AIDS, and have symptoms related to Alzheimer's Disease" and
ends encouraging the reader to boycott McDonald's until it sells actual beef.
This rumor is a plot point of the science fiction novel The Space Merchants, by Frederik Pohl (w/CM Kornbluth).
Pig fat
This rumor is that McDonald's uses pig fat in its milkshakes, ice cream, and fried potatoes. McDonald's provides
complete ingredient lists for all of its products on each of its regional websites: this includes unidentified fats within
the ice cream used to make soft serve cones and sundaes.
[7][8]
McDonald's Australia, however, specifically mentions
that "there is definitely no lard or pig fat in the McDonald's Soft Serve."
[9]
This rumor should not be confused with
the fact that McDonald's has in the past used beef tallow as its frying oil.
[10]
32
Choko pie
There is a rumor in Australia that McDonald's Apple Pies were made of choko, not apples.
[11]
This eventually led
them to emphasize the fact that real Granny Smith apples are used in McDonald's pies.
Racism
Rumors in 2011 proclaimed an image shows a McDonald's sign announcing a $1.50 surcharge for African-American
customers.
[]
References
[1] Snopes: McSquirmies (http:/ / www.snopes.com/ horrors/ food/ wormburg. asp)
[2] Urban legends: Worms as 'Filler' in Fast Food (http:/ / urbanlegends. about. com/ od/ fooddrink/ a/ wormburgers. htm)
[3] Snopes:Cow Eyeballs (http:/ / www.snopes. com/ horrors/ food/ coweyes. asp)
[4] "McEyeballs" (http:/ / urbanlegends.about.com/ library/ weekly/ aa103000a. htm). Retrieved January 16, 2006.
[5] Snopes:100 % beef" (http:/ / www. snopes.com/ business/ market/ allbeef. asp)
[6] "If you think you're eating something natural" (http:/ / www. quatrocantos. com/ lendas/ 22_coisas_mcdonald. htm). Portuguese article,
contains the original e-mail.
[7] Williams, Ruth (Apr. 20, 2004). "McSalads bring back health" (http:/ / www. smh. com. au/ articles/ 2004/ 04/ 19/ 1082357114662.
html?from=storyrhs). www.smh.com.au.
[8] Sanghera, Sathnam (Dec. 16, 2005). "McDonald's bid to sugar its image will do it a fat lot of good" (http:/ / firstnews. com. ua/ en/ food/
food.html?id=139121). FirsTnews.
[9] Top FAQs section of (http:/ / makeupyourownmind.com. au/ ). Retrieved January 12, 2007.
[10] McDonald's To Settle Suits On tallow In French Fries (http:/ / query. nytimes. com/ gst/ fullpage.
html?res=9906E1DA1E30F93AA35750C0A9649C8B63)
External links
Make Up Your Own Mind (http:/ / makeupyourownmind. com. au), a site made by McDonald's, dedicated to
clarifying myths and urban legends.
McDonald's Canada
33
McDonald's Canada
McDonald's Restaurants of Canada, Limited
Industry fast-food restaurant
Founded Richmond, British Columbia, Canada (1967)
Headquarters Don Mills, Ontario, Canada 1 McDonald's Place
Number of locations 1,400
Area served Canada
Key people George A. Cohon - Founder
John Betts, President
Jacques Mignault, Chief Operating Officer
Products Hamburgers, chicken, french fries and soft drinks
Employees 80 000
Parent McDonald's Inc.
Website
www.mcdonalds.ca
[1]
McDonald's Restaurants of Canada, Limited (French: Les Restaurants McDonald du Canada Lte) is the
Canadian branch of the popular fast-food restaurant chain McDonald's. One of Canada's largest fast-food restaurant
chains, the franchise sells food items, including hamburgers, chicken, French fries and soft drinks all across the
country. McDonald's is known for its high fat and calorie foods, but it also has alternatives such as salads, juices and
milk. McDonald's was previously Canada's largest food service operator before being overtaken by Tim Hortons in
2005.
[]
The slogans used in Canada are "i'm lovin' it" (in English) and "c'est a que j'm" (in French).
McDonald's Canadian operations are based in Don Mills, Ontario, in North York. The current McDonald's Canada
President is John Betts.
The company was founded by Chicago-born George Cohon. The first store opened in 1968 as the Western Canadian
franchisee and operated with the U.S. operations. Cohon was the Eastern Canadian franchise and opened his store in
1968. In 1971, Cohon merged the two operations to one national operation. Cohon was responsible for developing
the eastern Canadian franchises. The first McDonald's restaurant in Canada was opened in 1967 in Richmond,
British Columbia by western franchise owners. It was also the first McDonald's restaurant outside of the United
States. In 2007, McDonald's Canada had 1,400 stores (including Walmart Canada locations) in Canada, and more
than 77,000 Canadian employees.
There are McDonald's restaurants in all of the provinces and territories with the exception of Nunavut.
McDonald's Canada
34
Executives
As of August 3, 2012:
George A. Cohon, O.C., O.Ont., B.Sc., J.D., Ph.D. (Hon.), Founder
John Betts, President
Jacques Mignault, Chief Operating Officer
Len Jillard, Senior Vice President, People Resources and Chief People Officer
David J. Hederson, Vice President and Chief Financial Officer
Joel Yashinsky, Vice President, Chief Marketing Officer
Richard P. Ellis, Senior Vice President, Communications and Public Affairs
Gallery
McDonald's
Canada
with a
Playplace
in
Moncton,
New
Brunswick.
McDonald's
Canada at a
Walmart
Canada in
Toronto,
Ontario.
McDonald's
Canada with
a Playplace in
Sault Ste.
Marie,
Ontario.
McDonald's Canada at St. Clair
subway station in Toronto,
Ontario.
McDonald's Canada with
renovations done in Summerside,
Prince Edward Island.
McDonald's in the
Walmart
Supercentre of
Brockville,
Ontario.
References
[1] http:/ / www. mcdonalds. ca/
External links
McDonald's Canada (http:/ / www. mcdonalds. ca/ )
McDonald's Israel
35
McDonald's Israel
McDonald's Israel ( ')
Alonyal Ltd. (" )
Industry fast-food restaurant
Founded Israel (1993)
Headquarters Ga'ash, Israel
Number of locations 131
Area served Israel
Key people Omri Padan (Owner, Chairman and CEO)
Ariela Padan (Deputy Chair, Owner)
Ruth Sarid (Senior VP Marketing)
Products hamburgers, chicken, french fries and soft drinks
Employees 3000
Parent McDonald's Inc.
Website
www.mcdonalds.co.il
[1]
McDonald's Israel (Hebrew: ' McDonald's Israel) is the Israeli branch of the fast food restaurant
chain McDonald's. Operated and licensed by Alonyal Limited (Hebrew: " , Alonyal Ba'am), McDonald's
Israel is the largest
[2]
of Israel's burger chains with a 60% market share.
[2]
The company sells hamburgers, chicken
nuggets, French fries and soft drinks in branches across the country. Since its opening in Israel in 1993, McDonald's
Israel has been in competition with Burger Ranch, Israel's second large burger chain.
[3]
The world's first kosher
McDonald's opened in Mevasseret Zion in October 1995.
[2]
History
A McDonald's in Ashkelon, Israel (2007)
Due to the Arab League boycott of Israel, McDonald's
did not open in Israel until 1993. The first branch was
at the Ayalon Mall in Ramat Gan.
[4]
In the wake of a
controversy over importing French fries to Israel, the
American fast food chain built a plant to manufacture
frozen French fries in Israel at a cost of $5 million
US.
[5]
In 1994, the Golani Junction branch aroused
controversy when the restaurant installed a large
'golden arches' sign in front of the Golani Brigade
museum and memorial. Bereaved families and other
citizens claimed this desecrated the site. The sign was
later reduced in size.
[6][7]
In 1997, McDonald's Israel opened its first branch in an Israeli Arab city. The restaurant was in Tamra, 27 kilometers
(17mi) northeast of Nazareth, and the menu was bilingual, in Hebrew and Arabic.
[8]
In 1998, McDonald's Israel decided to barbecue hamburgers on charcoal instead of frying.
[2]
This represented a shift
in McDonald's policy, which previously required uniformity at all the locations. In the wake of this decision, grilling
McDonald's Israel
36
equipment was installed at the restaurants, and the size of the patty and bun were increased.
[2]
McDonald's Israel does not operate restaurants in the West Bank and Golan Heights.
[9]
In 2004, the company was
criticized for ordering its Arabic and Russian-speaking staff to speak only Hebrew during work hours, to "prevent
uncomfortable situations for workers and clients who mostly speak Hebrew,"
[10]
but the order was subsequently
withdrawn.
[11]
In 2006, the international chain's trademark yellow and red signs were replaced at two branches in Tel Aviv with
blue and white signs with the Hebrew word "kosher" in order to avoid confusion over which branches were
kosher.
[9][12]
This redesign is the most radical departure from McDonald's standard logo although they have made
minor changed in places such as the Champs-Elyses (which requires signs in gold) and Hampstead to meet local
regulations.
[9][12]
McDonald's Israel is owned and run by Israeli businessman Omri Padan. Padan is President of Alonyal Limited
which is local licensee for McDonald's.
[13]
Currently McDonald's has 160 restaurants in Israel,
[14]
with 40 of them
under Kosher supervision (on December 2011), meaning they are closed on Shabbat and Jewish holidays, have no
dairy products (such as cheeseburgers), and for Passover serve the meat on Passover buns. In Israel most branches
are non-kosher since they serve cheeseburgers (which are non-kosher, i.e. do not conform to traditional Jewish
dietary law) and they serve milk-based desserts (ice cream, milkshakes). Some of the kosher branches serve milk
products in a separate section of the restaurant.
McDonald's Israel sources over 80% of its ingredients locally. This includes kosher beef patties, potatoes, lettuce,
buns and milkshake mix.
[13]
McDonald's Israel, in June 2013, turned down an offer to open a restaurant in Ariel in June 2013, citing its declared
policy not to open any branches in West Bank settlements across the Green Line.
[15]
Kashrut
While McDonald's operates several Kosher and non-Kosher restaurants, all the meat served in the restaurants is
kosher beef.
[13]
The difference is that the non-Kosher branches open on Shabbat and Jewish holidays, in addition to
serving dairy products.
[13]
A kosher McDonald's was also opened in Argentina, at the Abasto de Buenos Aires
shopping mall. Argentina and Israel are the only branches in the world that barbecue their burgers on charcoal.
[16]
Charities
Similar to McDonald's charitable efforts in the other countries they operate, McDonald's Israel has donated hundreds
of thousands of NIS to charities which benefit children such as Schneider Children's Hospital, "Make A Wish
Association", and "The Fighting Cancer Association."
[13]
In 2000, McDonald's Israel participated in the global
children's recognition program, McDonald's/Disney Millennium Dreamers, which celebrated 2000 children from
around the world for their achievements. Six children represented Israel at a global youth summit in Orlando,
Florida, USA.
[13]
McDonald's Israel also has its own "McSmile Program," which sponsors trips for children
recovering from cancer.
[13]
Menu
The regular McDonald's menu has some additions catering to local tastes. McKebab (Hebrew: ) is served in
tortilla. Israeli salad was added to the menu in 2007. In January 2011, McDonald's Israel introduced McFalafel
(Hebrew: ) in all its restaurants,
[17]
but has been removed from the menu in July 2011. McDonald's Israel
also serves the Big America series, which consists of six burgers- the Big New York, the Big Texas, the Big
Chicago, the Big Miami, the Big Las Vegas and the Big Broadway. All of the burgers are served with either a 0.5
pound patty (225 grams) or a 0.275 pound patty (125 grams) and with slight differences in the sauce and the onions.
McDonald's Israel
37
As in Arab and Muslim countries, McDonald's restaurants in Israel do not serve pork products. However, they have
been criticized by Jewish religious leaders for serving cheeseburgers and employing Jewish workers on Saturdays,
the Jewish Sabbath.
[18]
References
[1] http:/ / www. mcdonalds. co. il/
[2] McDonald's Israel (http:/ / www. mcdonalds. co. il/ full. asp?pageName=english& worldName=none)
[3] Burger chains drop prices (http:/ / www. ynetnews.com/ articles/ 0,7340,L-3653310,00. html), Meirav Crystal, Yedioth Ahronoth, January 9,
2009
[4] Israel Business Today, October, 1993 (http:/ / findarticles. com/ p/ articles/ mi_hb4803/ is_199310/ ai_n17436711)
[5] McDonald fries up Israel. (McDonald's to build domestic french fries factory in Israel) (http:/ / www. accessmylibrary. com/ coms2/
summary_0286-9267420_ITM), Israel Business Today, July 2, 1993
[6] The Burger They Love to Hate (http:/ / www. globalpolicy. org/ globaliz/ cultural/ 2002/ 0531mcdonisreal. htm), Jerusalem Post, May 31,
2002
[8] Arab area in Israel gets McDonald's (http:/ / nl.newsbank. com/ nl-search/ we/ Archives?p_product=CSTB& p_theme=cstb&
p_action=search& p_maxdocs=200& p_topdoc=1& p_text_direct-0=0EB422F31979AE34& p_field_direct-0=document_id& p_perpage=10&
p_sort=YMD_date:D& s_trackval=GooglePM), Chicago Sun-Times, March 3, 1997
[9] McDonald's changes its brand to suit kosher appetites (http:/ / www. guardian. co. uk/ world/ 2006/ mar/ 13/ israel. foodanddrink), The
Guardian, Chris McGeral, March 13, 2006
[10] McDonald's bans Arabic (http:/ / www.guardian.co.uk/ world/ 2004/ mar/ 11/ israel), Conal Urquhart, The Guardian, March 11, 2004
[11] McDonald's Israel reverses its prohibition on speaking Arabic during work hours (http:/ / electronicintifada. net/ bytopic/ 251. shtml#nass),
Hadith Al-Nass, March 12, 2004
[12] McKosher, now with a new logo (http:/ / www. ynetnews. com/ articles/ 0,7340,L-3221562,00. html), Yedioth Ahronoth, Shoshana Chen,
February 27, 2006
[13] McDonald's International: McDonald's Israel (http:/ / www. mcdonalds. com/ countries/ israel. html)
[14] http:/ / www.thejewishweek. com/ news/ brief/ mcfalafel_debuts_israel January 18, 2011.
[17] [[Yedioth Ahronoth (http:/ / www.ynetnews. com/ articles/ 0,7340,L-4014721,00. html)], January 18, 2011
[18] Angry Rabbis Want McDonald's to 'Hold' Cheese and Saturdays (http:/ / nl. newsbank. com/ nl-search/ we/ Archives?p_product=SL&
p_theme=sl& p_action=search& p_maxdocs=200& p_topdoc=1& p_text_direct-0=0EB05030911D0CC2& p_field_direct-0=document_id&
p_perpage=10& p_sort=YMD_date:D& s_trackval=GooglePM), St. Louis Post-Dispatch, Bloomberg News, March 6, 1997
External links
McDonald's Israel (http:/ / www. mcdonalds. co. il/ )
List of countries with McDonald's restaurants
38
McDonald's
Type Public
Traded as
NYSE:MCD
[1]
S&P 500 Component
Number of locations
34,000+ worldwide
[1]
(Chairman)
Don Thompson
(President and CEO)
Products Fast food
Revenue
US$ 27.56 billion (2012)
[]
Operating income
US$ 8.60 billion (2012)
[]
Net income
US$ 5.46 billion (2012)
[]
Total assets
US$ 35.39 billion (2012)
[]
Total equity
US$ 15.29 billion (2012)
[]
Employees
1,800,000 (2013)
[2]
Website
[4]
This is a listing of countries with McDonald's restaurants. McDonald's is the largest chain of fast food restaurants
in the world.
[3]
It has more than 33,000 outlets worldwide.
[4]
The majority of McDonald's outlets outside of the
United States are franchises.
39
The biggest temporary McDonald's in the world was opened during 2012 Summer Olympics in London, which had
3,000 square metres (32,000sqft).
[5][5][6][7][8][9]

[10]
The biggest still standing is probably that at Will Rogers
Turnpike.
[10]
The list of countries follows the company's own calculation, and contains several non-sovereign territories.
Countries & territories with a McDonald's outlet
# Country/Territory Date First outlet location Number of
currently
operating
outlets
Source and date of
source
Notes
1 United States May 15,
1940
San Bernardino,
California
18,590 (source: March 2011)
2 Canada June 1,
1967
Richmond, British
Columbia
1,400
[11] (source: March 2007 an
June 2012)
See McDonald's Canada
3
Puerto Rico
November
10, 1967
San Juan 85 (source: December
2012)
First McDonald's in Latin America and
in the Caribbean. Left in 1974 after
labor dispute, but returned with
non-union labor in 1980.
4
U.S. Virgin
Islands
September
4, 1970
St. Croix
5 Costa Rica December
28, 1970
San Jose, 4th street,
between 1st and Central
Avenue.
52 (source: February 2012) Third country (not U.S. possession) and
first outlet outside Northern America
where McDonald's opened.
6 Guam, USA June 10,
1971
Dededo First outlet in Oceania and first outlet
outside the Americas.
7
Japan
July 20,
1971
Tokyo 3,598 (source: 2004) First outlet in Asia
8
Netherlands
August 21,
1971
Zaandam 225 (source: 2011) First outlet in Europe.
9
Panama
September
1, 1971
Panama City 37 (source: 2009)
10 Germany November
22, 1971
Munich 1,361 (source: February 2010) First outlet in West Germany: outlets in
the former East Germany opened in
1991.
11 Australia May 30,
1971
Yagoona, New South
Wales
[]
780+
(source: September
2011)
[]
First outlet in Oceania (in a sovereign
state).
12
France
June 30,
1972
Creteil 1,200+ (source: January 2012) First outlet in Creteil in 1972 even
though McDonald's officially
recognizes the first outlet in Strasbourg
in 1979
13 El Salvador July 20,
1972
San Salvador 11 (source: Sept 2009) Left in 1980 during the Salvadorian
Civil War, but returned after the war in
1992.
14
Sweden
October 27,
1973
Kungsgatan 4,
Stockholm
230 (source: December
2009)
First outlet in Scandinavia.
15
Guatemala
June 6,
1974
Guatemala City 80 (source: 2011)
40
16
Curacao
August 16,
1974
Willemstad
17 England October 1,
1974
Woolwich, London 1,250+ (source: 2012, United
Kingdom-wide)
18 Hong Kong
Hong Kong
January 8,
1975
Paterson Street,
Causeway Bay, Hong
Kong Island.
[12]
200
(source: 2009)
[12] Then a British Crown
colony/Dependent Territory.
19 Bahamas August 4,
1975
Nassau
20 New Zealand June 7,
1976
Porirua Central,
Wellington
[]
161
(source: September
2011)
[]
Founded in New Zealand by Wally and
Hugh Morris
[]
First South Island restaurants opened at
Linwood and Merivale, both
Christchurch, on 3 November
1987.
[13]
See McDonald's New
Zealand.
21
Switzerland
October 20,
1976
Geneva 151 (source: March 2011)
22 Ireland May 9,
1977
Grafton Street, Dublin 103 (source: February 2011) First drive-thru in Europe opened in
Ashgrove, Dublin
23
Austria
July 21,
1977
Schwarzenbergplatz,
Vienna
168 (source: 2009)
24
Belgium
March 21,
1978
Brussels 64 (source: 2004)
25
Brazil
February
13, 1979
Rio de Janeiro 1,413
(source: 2011)
[14] First outlet in South America.
26
Singapore
October 20,
1979
Liat Towers, Orchard
Road
180 (source: 2011)
27
Spain
March 10,
1981
Madrid 435 (source: 2012)
28
Denmark
April 15,
1981
Vesterbrogade 2D,
Copenhagen
84 (source: 2012)
29 Philippines September
27, 1981
Morayta, Sampaloc,
Manila
320 (source: 2011)
30 Malaysia April 29,
1982
Jalan Bukit Bintang,
Kuala Lumpur
[15]
194 (source: 2009) First outlet in a Muslim-majority
country.
31
Norway
November
18, 1983
Nedre Slottsgate, Oslo 73 (source: November
2012)
32
Taiwan
January 28,
1984
Taipei City, Taiwan 388 (source: 2013)
33
Andorra
June 29,
1984
Andorra la Vella 3 (source: 2009)
34 Wales December
3, 1984
Cardiff
35 Finland December
14, 1984
Tampere 93 (source: 2004)
36
Thailand
February
23, 1985
Bangkok 149 (source: 2012)
41
37
Aruba
April 4,
1985
Oranjestad
38 Luxembourg July 17,
1985
Luxembourg City 7 (source: 2009)
39
Venezuela
August 31,
1985
Caracas 148 (source: 2012)
40
Italy
October 15,
1985
Piazza Walter, Bolzano 450+
(source: 2011)
[16]
41 Mexico October 29,
1985
Mexico City 500+
(source: 2011)
[17]
42 Cuba April 24,
1986
Guantanamo Bay 1 (source: 2009) Open only to base personnel. Ordinary
Cubans cannot access.
43
Turkey
October 24,
1986
Istanbul 193
(source: September
2012)
[18]
First outlet in the Greater Middle East.
44
Argentina
November
24, 1986
Belgrano, Buenos Aires 200+ (source:2012)
45
Macao
Macao, China
April 11,
1987
Rua do Campo,
Cathedral Parish,
Macau Peninsula
Then Portuguese territory; McDonald's
would only open a restaurant in
Portugal itself 4 years later.
46 Scotland November
23, 1987
Dundee
[19] Second store was Kirkcaldy. It took
over 13 years since McDonald's first
appeared in the UK.
47 Yugoslavia
Serbia
March 24,
1988
Slavija Square,
Belgrade
17 (source: 2012) First outlet in a communist country and
first outlet in the Balkans.
48
South Korea
March 29,
1988
Seoul 300 (source: 2013)
49 Hungary April 13,
1988
Budapest
[20] 100
(source: 2009)
[21] Second communist country, first
Warsaw Pact member, thus first outlet
behind the Iron Curtain.
50 Soviet Union
Russia
January 31,
1990
Pushkin Square,
Moscow
374
(source:2013)
[22]
51
China
October 8,
1990
Shenzhen 1,500+ (source: 2012)
52
Chile
November
19, 1990
Santiago de Chile 69 (source: 2009)
53
Indonesia
February
23, 1991
Sarinah, Jakarta 110 (source: 2009)
54
Portugal
May 23,
1991
CascaiShopping,
Cascais
120 (source: 2008)
55 Northern
Ireland
October 14,
1991
Belfast 50 (source: December
2012)
56
Greece
November
12, 1991
Athens Syntagma Sq. 25 + 4
seasonal
(source: 2012)
[23]
57
Uruguay
November
18, 1991
Montevideo 17 (source: 2013)
58
Martinique
December
16, 1991
42
59
Czechoslovakia
Czech Republic
March 20,
1992
Vodikova street,
Prague
87 (source: 2011)
60
Guadeloupe
April 8,
1992
61
Poland
June 17,
1992
Marszakowska Street,
Warsaw
306 (source: April 2013)
62
Monaco
November
20, 1992
Monte Carlo
63 Brunei December
12, 1992
Bandar Seri Begawan 1 (source: 2004)
64
Morocco
December
18, 1992
Casablanca 30
(source: June 2013
[24]
)
First outlet in Africa - McDonald's is
now present in all continents except
Antarctica.
65 Northern
Marianas
March 18,
1993
Saipan 2 (source:August 2011) First outlet opened on the island of
Saipan - Along with the a second outlet
in 1997
66
Israel
October 14,
1993
Tel Aviv 153 (source: May 2010) See McDonald's Israel
67 Slovenia December
2, 1993
In Copova Street,
Ljubljana
16 (source: 2009)
68
Saudi Arabia
December
8, 1993
Riyadh 114 (source: Local website
74 in East, North and
Central. 40 in West and
South)
70 Kuwait June 15,
1994
37 (source: 2007)
71 New Caledonia July 26,
1994
2 (source: 2012)
72 Oman July 30,
1994
9 (source: December
2009)
73
Egypt
October 20,
1994
63 (source: 2003)
74 Bulgaria December
10, 1994
36 (source: 2011)
75 Bahrain December
15, 1994
14 (source: 2010)
76 Latvia December
15, 1994
Riga 11
(source: June 2012)
[25] First outlet in the Baltics.
77 United Arab
Emirates
December
21, 1994
78
Estonia
April 29,
1995
Tallinn 8 (source: 2011)
79
Romania
June 16,
1995
Bucharest 62 (source: 2010)
80
Malta
July 7,
1995
8 (source: 2012, 7 in
Malta, 1 in Gozo)
81
Colombia
July 14,
1995
Centro Andino, Bogota 81
(source: July 2013)
[26]
43
82
Slovakia
October 14,
1995
Bansk Bystrica 28 (source: 2012)
83
South Africa
November
11, 1995
153 (source: 2012)
84 Qatar December
13, 1995
7 (source: 2003)
85 Honduras December
14, 1995
86
Sint Maarten
December
15, 1995
Philipsburg
87 Croatia February 2,
1996
Zagreb 19
(source: 2011)
[27]
88 Western Samoa March 2,
1996
2
89 Fiji Islands May 1,
1996
3 (source: 2001) As of April 2012, Fiji is the only
country in the world to still use the
2003 "i'm lovin' it" packaging, even
though the other countries are using the
2008 packaging for meals and items.
90 Liechtenstein May 3,
1996
2 (source: 2009)
91 Lithuania May 31,
1996
9 (source: 2011)
92
Cyprus
June 12,
1996
17 (source: 2011)
93
India
October 13,
1996
[28]
Delhi 250+
(source: 2013)
[]
94
Peru
October 18,
1996
22 (source: 2009)
95 Jordan November
7, 1996
96 Paraguay November
21, 1996
Asuncion 11 (source: 2011)
97
Dominican
Republic
November
30, 1996
98
French
Polynesia
December
10, 1996
Tahiti 4
99 Belarus December
10, 1996
Minsk 8 (source: 2011) The company claimed this as
McDonald's "100th country" although
this calculation included many
non-sovereign territories even though
McDonald's shut down in Iceland in
2009 it is the 99th country as of
November 1, 2009.
100
Ukraine
May 24,
1997
Kiev 75 (source: December
2012)
101 Republic of
Macedonia
September
6, 1997
Skopje 6 (source: 2010)
44
102
Ecuador
October 9,
1997
21 (source: 2013)
103
Reunion
December
14, 1997
104 Isle of Man December
15, 1997
105
Suriname
December
18, 1997
Paramaribo 2 (source: 2010)
106 Moldova April 30,
1998
Chisinau 4 (source: 2010)
107 Nicaragua July 11,
1998
Managua 6 (source: June 2010) McDonald's outlets ceased operation
during the Nicaraguan civil war and
re-established a presence in 1998 after
an absence of two decades.
108
Lebanon
September
18, 1998
21 (source: 2011)
109
Pakistan
September
19,
1998
[29]
27 (source: 2005)
110 Sri Lanka October 16,
1998
5 March 4, 2013
111
Georgia
February 5,
1999
Tbilisi 5 (source: 2010) First outlet in the Caucasus.
112
San Marino
July 6,
1999
Borgo Maggiore 1 (source: 2010)
113 Gibraltar August 13,
1999
114 Azerbaijan November
6, 1999
Baku 9 (source: 2011)
115
French Guiana
February
22, 2000
116 American
Samoa
September
29, 2000
117
Mauritius
July 4,
2001
Port Louis 2
(source: 2011)
[30]
118
Mayotte
May 1,
2003
119
Iraq
August 10,
2006
Baghdad 1 (source: 2006) One location in Baghdad for the U.S.
Army, but there is also a knockoff
called MaDonal.
120 Bosnia and
Herzegovina
July 20,
2011
[31]
Sarajevo 5 (source: 2012) After some 10 years of trying to enter
the Bosnian market with no success,
McDonald's opened its first restaurant
in BiH on 20 July 2011
45
121 Trinidad and
Tobago
August
2011
the Falls at West Mall,
Westmoorings
6
Re-opened at The Falls At West Mall in
2011 and has expanded to 5 other
locations. McDonald's previously had
stores in Trinidad (May 6, 1997 -
October 25, 2003) but closed due to
low sales. [32]
122 Armenia 2012 Yerevan 1 (source: 2012)
Opened in Yerevan in 2012.
[33]
123
Vietnam
2014 Ho Chi Minh City 1
(source: 2014)
[]
Franchise given to the son-in-law of the
country's prime minister.
[34]
Badge issued to
celebrate the opening
of the first McDonald's
in Belarus, which by
the company's
calculation was its
100th country.
McDonald's in Buenos Aires,
Argentina.
First McDonald's in Italy
(Rome, 1985, near Piazza di
Spagna, 425 seats).
McDonald's in Balanga,
Philippines.
McDonald's delivery service in
front of a 24 hour branch in
Seoul, South Korea.
46
Former locations
One of the three McDonald's restaurants in Iceland before their
closing
1. (November 10, 1985 March 9, 1995)
Bermuda
[35]
- Closed due to the passage of a
government law that bans franchised restaurants in
the country.
2. (June 30 December 31, 1996) Barbados
[36]
-
Closed due to extremely slow sales.
3. (October 24, 1997 November 30, 2002)
Bolivia
[37]
- Closed due to slow sales and cost.
4. (April 15, 1995 October 30, 2005) Jamaica
[38] - Closed due to governmental problems and
declining sales.
5. (September 3, 1993 October 31, 2009)
Iceland [39] - Closed down by Icelandic affiliate
citing prohibitive costs of importing foreign food products as required by McDonald's and the collapse of the
Icelandic krona. Its three former outlets were re-branded as its own chain of Metro restaurants, which offer
similar service and menus with domestically produced ingredients.
6. (June 1, 2004 2007) Montenegro - A McDonalds restaurant was opened in Budva, but it was closed due to
the lack of location.
Expansions by region
Continent Location City Date Year
North America United States San Bernardino May 15 1940
Caribbean Puerto Rico San Juan November 10 1967
Central America Costa Rica San Jos December 28 1970
Oceania Australia Sydney May 30 1971
Asia Japan Tokyo July 20 1971
Europe Netherlands Zaandam August 21 1971
South America Brazil Rio de Janeiro February 13 1979
Africa Morocco Casablanca December 18 1992
References
[3] 2007 R&I Top 400 Chain Restaurants (http:/ / www.rimag. com/ index. asp?layout=contentinfodetail& articleid=CA6521551&
article_prefix=CA& article_id=6521551), retrieved August 18, 2008
[4] McDonald's :: About Us :: FAQ (http:/ / www. mcdonalds. ca/ en/ aboutus/ faq. aspx), retrieved August 18, 2008
[5] http:/ / www. dailymail. co.uk/ news/ article-2133408/ London-2012-Olympics-Worlds-biggest-McDonalds-1-500-seats-built-games. html
[6] http:/ / www. mirror.co. uk/ money/ city-news/ biggest-mcdonalds-in-the-world-will-be-open-for-six-940006
[7] http:/ / www. huffingtonpost. com/ 2012/ 04/ 30/ worlds-largest-mcdonalds-london-olympics_n_1465450. html
[8] http:/ / www. guardian.co. uk/ sport/ 2012/ jul/ 28/ london-2012-mcdonalds-branch-queus
[9] http:/ / www. dailymail. co.uk/ news/ article-2164517/
Worlds-biggest-McDonalds-First-pictures-inside-Olympic-Stadium-fast-food-restaurant. html
[10] http:/ / uk. askmen.com/ top_10/ travel/ top-10-mcdonalds. html
[11] http:/ / www.youtube.com/ watch?v=J66NOwZegc4& feature=plcp
[12] McDonald's Official website Hong Kong - About McDonald's (http:/ / www. mcdonalds. com. hk/ english/ about/ )
[14] http:/ / www.abradilan.com. br/ noticias_detalhe.asp?noticia=1829
47
[15] McDonald's Official website Malaysia - About McDonald's (http:/ / www. mcdonalds. com. my/ abtus/ corpinfo/ milestone. asp)
[16] McDonald's Italia - Le nostre cifre (http:/ / www.mcdonalds. it/ azienda/ storia/ cifre)
[17] http:/ / www.mcdonalds. com.mx/ #NPC:Institutional%231List1
[18] McDonald's Official website Turkey - About McDonald's (http:/ / www. mcdonalds. com. tr/ McDonaldsTurkiye. asp?mainId=0& subId=1)
[20] (http:/ / www. mcdonalds. hu/ Company/ History.aspx)
[21] Gyorben nyilik a McDonalds 100. magyar etterme (http:/ / www. kisalfold. hu/ gyori_hirek/
gyorben_nyilik_a_mcdonald8217s_100_magyar_etterme/ 2112154/ ) (100th McDonalds in Hungary opens in Gyor) Kisalfold.hu
[22] http:/ / mcdonalds. ru/ base/ search/
[23] http:/ / www.mcdonalds. gr/ mcfinder/ ?i=%2C+ + + . .
[24] http:/ / www.mcdonalds. ma/ map#
[26] http:/ / www.skyscrapercity. com/ showthread.php?t=1567595& page=111
[28] McDonald's Official website India - About McDonald's (http:/ / www. mcdonaldsindia. com/ aboutus. html)
[29] McDonald's Pakistan official website (http:/ / www. mcdonalds. com. pk)
[32] http:/ / www.nacsonline. com/ NR/ exeres/ 0000711alpfizawytsgoyzgd/ NewsPosting. asp?NRMODE=Published&
NRORIGINALURL=%2fNACS%2fNews%2fDaily_News_Archives%2fNovember2002%2fnd1119023%2ehtm&
NRNODEGUID=%7b51A60196-BF6B-4CCC-90AB-3AE5DE11A363%7d& NRQUERYTERMINATOR=1& cookie%5Ftest=1
[35] http:/ / www.hartford-hwp.com/ archives/ 43/ 042. html
[36] http:/ / www.mcspotlight. org/ media/ press/ caribbtimes_27jun96. html
[37] http:/ / news. bbc. co. uk/ 2/ hi/ business/ 2545361.stm
[38] http:/ / www.jamaicaobserver.com/ magazines/ Business/ html/
20051001T210000-0500_89555_OBS_MCDONALD_S_LEAVING_JAMAICA__. asp
[39] http:/ / visir. is/ article/ 20091026/ FRETTIR01/ 326438990
External links
McDonalds countries (http:/ / www. mcdonalds. com/ countries. html)
Another chronology of openings (http:/ / www. mcspotlight. org/ company/ company_history. html)
Alternate chronology (http:/ / www. media. mcdonalds. com/ secured/ company/ history/ timeline/ )
Big Mac Index
A McDonald's Big Mac.
The Big Mac Index is published by The Economist as an informal way
of measuring the purchasing power parity (PPP) between two
currencies and provides a test of the extent to which market exchange
rates result in goods costing the same in different countries. It "seeks to
make exchange-rate theory a bit more digestible".
The index takes its name from the Big Mac, a hamburger sold at
Overview
The Big Mac index was introduced in The Economist in September
1986 by Pam Woodall as a semi-humorous illustration and has been
published by that paper annually since then. The index also gave rise to
the word burgernomics.
[1]
UBS Wealth Management Research has expanded the idea of the Big
Mac index to include the amount of time that an average worker in a
given country must work to earn enough to buy a Big Mac. The
working-time based Big Mac index might give a more realistic view of
Big Mac Index
48
How many burgers you get for US$50? (Jan
2012)
the purchasing power of the average worker, as it takes into account more
factors, such as local wages.
[]
One suggested method of predicting exchange rate movements is that the
rate between two currencies should naturally adjust so that a sample basket
of goods and services should cost the same in both currencies (PPP). In the
Big Mac index, the basket in question is a single Big Mac burger as sold by
the McDonald's fast food restaurant chain. The Big Mac was chosen
because it is available to a common specification in many countries around
the world as local McDonald's franchisees at least in theory have significant
responsibility for negotiating input prices. For these reasons, the index
enables a comparison between many countries' currencies.
The Big Mac PPP exchange rate between two countries is obtained by
dividing the price of a Big Mac in one country (in its currency) by the price
of a Big Mac in another country (in its currency). This value is then
compared with the actual exchange rate; if it is lower, then the first
currency is under-valued (according to PPP theory) compared with the
second, and conversely, if it is higher, then the first currency is over-valued.
For example, using figures in July 2008:
[]
1. 1. the price of a Big Mac was $3.57 in the United States (varies by store)
2. 2. the price of a Big Mac was 2.29 in the United Kingdom (Britain)
(varies by region)
3. 3. the implied purchasing power parity was $1.56 to 1, that is $3.57/2.29
= 1.56
4. 4. this compares with an actual exchange rate of $2.00 to 1 at the time
5. 5. (2.00-1.56)/1.56 = 28%
6. 6. the pound was thus overvalued against the dollar by 28%
The Eurozone is mixed, as prices differ widely in the EU area. As of April 2009, the Big Mac is trading in Germany
at 2.99, which translates into US$3.96, which would imply that the Euro is slightly trading above the PPP, with the
difference being 10.9%.
Variants
The Economist sometimes produces variants on the theme. For example in January 2004, it showed a Tall Latte
index with the Big Mac replaced by a cup of Starbucks coffee.
[2]
In 2007, an Australian bank's subsidiary, Commonwealth Securities, adapted the idea behind the Big Mac index to
create an "iPod index." The bank's theory is that since the iPod is manufactured at a single place, the value of iPods
should be more consistent globally. However, this theory can be criticised for ignoring shipping costs, which will
vary depending on how far the product is delivered from its "single place" of manufacture in China.
[3]
Bloomberg L.P. introduced the Billy index where they convert local prices of Ikea's Billy bookshelf into US dollars
and compare the prices.
[4][5][6][7]
Big Mac Index
49
Limitations
While economists widely cite the Big Mac index as a reasonable real-world measurement of purchasing power
parity,
[8][]
the burger methodology has some limitations. In many countries, eating at international fast-food chain
restaurants such as McDonald's is relatively expensive in comparison to eating at a local restaurant, and the demand
for Big Macs is not as large in countries such as India as in the United States. Social status of eating at fast food
restaurants such as McDonald's in a local market, what proportion of sales might be to expatriates, local taxes, levels
of competition, and import duties on selected items may not be representative of the country's economy as a whole.
In addition, there is no theoretical reason why non-tradable goods and services such as property costs should be
equal in different countries: this is the theoretical reason for PPPs being different from market exchange rates over
time. The relative cost of high-margin products, such as essential pharmaceutical products, or cellular telephony
might compare local capacity and willingness to pay, as much as relative currency values.
Nevertheless, McDonald's is also using different commercial strategies which can result in huge differences for a
product. Overall, the price of a Big Mac will be a reflection of its local production and delivery cost, the cost of
advertising (considerable in some areas), and most importantly what the local market will bear - quite different from
country to country, and not all a reflection of relative currency values.
In some markets, a high-volume and low-margin approach makes most sense to maximize profit, while in others a
higher margin will generate more profit. Thus the relative prices reflect more than currency values. For example, a
hamburger sandwich costs only 1 in France, and 1.50 in Belgium, but overall, McDonald's restaurants are cheaper
in Belgium.
[citation needed]
Prices of Big Macs can also vary greatly between different areas within a country. For
example, a Big Mac sold in New York City will be more expensive than one sold at a McDonald's located in a rural
area of a neighboring state.
Manipulation
Critics of the presidency of Cristina Fernndez de Kirchner in Argentina and many economists believe that the
government has for years falsified consumer price data to understate the country's true inflation rate.
[]
The Economist
stated in January 2011 that Big Mac index "does support claims that Argentinas government is cooking the books.
The gap between its average annual rate of burger inflation (19%) and its official rate (10%) is far bigger than in any
other country."
[]
That year the press began reporting on unusual behavior by the more than 200 Argentinean
McDonald's restaurants - they no longer prominently advertised Big Macs for sale and the sandwich, both
individually and as part of value meals, was being sold for an unusually low price compared to other items.
Guillermo Moreno, Secretary of Commerce in the Kirchner government, reportedly forced McDonald's to sell the
Big Mac at an artificially low price to manipulate the country's performance on the Big Mac index.
[][]
In June 2012
the price of the Big Mac value meal suddenly rose by 26%, closer to that of other meals, after The Economist, The
New York Times, and other media reported on the unusual pricing. A Buenos Aires newspaper stated "Moreno loses
the battle".
[]
Comparison issues
The Big Mac (and virtually all sandwiches) vary from country to country with differing nutritional values, weights
and even nominal size differences.
Not all Big Mac burgers offered by the chain are exclusively beef. In India which is a predominantly Hindu
country beef burgers are not available at any McDonald's outlets. The chicken Maharaja Mac serves as a
substitute for the Big Mac.
There is a lot of variance with the exclusively Beef "Big Mac": the Australian version of the Big Mac has 22% less
energy than the Canadian version, and is 8% lighter than the version sold in Mexico.
[9]
Big Mac Index
50
On 1 November 2009, all three of the McDonald's in Iceland closed, primarily due to the chain's high cost of
importing most of the chain's meat and vegetables from the Eurozone. At the time, a Big Mac in Iceland cost 650
krona ($5.29), and the 20% price increase that would have been needed to stay in business would have increased that
cost to 780 krona ($6.36).
[10][11]
Fish and lamb meat is produced in Iceland, while beef must be imported.
One other example is that Russia has one of the cheapest Big Macs, at the same time as Moscow usually is near the
top on lists of costs for visiting business people. Standard food ingredients are cheap in Russia, while restaurants
suitable for business dinners with English speaking staff are expensive.
Figures
Six most expensive (12 January 2012) (not considering the fact that the buyer's equivalent purchasing power is
different)
[][]
1. Norway - $9.63 (59 kr.)
2. Sweden - $7.29 (49 Kr.)
3. Switzerland - $6.81 (6.50 CHF)
4. Brazil - $5.68 (10.25 R$)
5. Denmark - $5.37
6. New Zealand - $5.20
[12]
Six most affordable (12 January 2012) (not considering the fact that the buyer's equivalent purchasing power is
different and not including the Indian Big Mac, which contains chicken instead of beef)
[][]
1. Ukraine - $2.11 (18 UAH)
[13]
2. Hong Kong SAR - $2.13 (16.5 HKD)
3. Russia - $2.15 (70 RUB)
4. Malaysia - $2.34 (7.35 MYR)
5. South Africa - $2.38 (20.90 ZAR)
6. China - $2.44 (15.4 CNY)
Eleven fastest earned (September 2012)
[]
1. Tokyo - 9 minutes
2. Hong Kong - 10 minutes
3. New York City - 10 minutes
4. Chicago - 11 minutes
5. Los Angeles - 11 minutes
6. Luxembourg - 11 minutes
7. Toronto - 11 minutes
8. Dubai - 12 minutes
9. Miami - 12 minutes
10. Nicosia - 12 minutes
11. Sydney - 12 minutes
Ten slowest earned (September 2012)
[]
1. Nairobi - 84 minutes
2. Caracas - 81 minutes
3. Manila - 73 minutes
4. Cairo - 67 minutes
5. Delhi - 65 minutes
6. Jakarta - 62 minutes
7. Bucharest - 57 minutes
Big Mac Index
51
8. Mumbai - 56 minutes
9. Santiago de Chile - 56 minutes
10. Bogota - 52 minutes
Notes
[4] SvD: Ikea-Billy utmanar Big Mac (http:/ / www. svd. se/ naringsliv/ nyheter/ artikel_3499675. svd) (http:/ / translate. google. com/
translate?prev=hp& hl=sv& js=y& u=http:/ / www. svd. se/ naringsliv/ nyheter/ artikel_3499675. svd& sl=sv& tl=en& history_state0=)
[5] The Local: Billy bookshelf does battle with Big Mac Index (http:/ / www. thelocal. se/ 21998/ 20090910/ )
[6] Dagens Handel: Billy-index utmanar Big Mac (http:/ / www. dagenshandel. se/ dh/ DagensH. nsf/ 0/
C78C108458A0ED4DC125762D00334236?open)
[7] Ikea Billy Bookshelf Index Shows Lowest Price in U.A.E. (Table) (http:/ / www. bloomberg. com/ apps/ news?pid=newsarchive& sid=a.
K4T4ypP9ko)
[8] [8] (Leading American microeconomics college textbook)
[10] Iceland Says Bye to the Big Mac (http:/ / www. cbsnews. com/ stories/ 2009/ 10/ 26/ world/ main5422511. shtml), CBS News, 26 October
2009
[11] http:/ / www.youtube.com/ watch?v=vAij2T2wXZ0
[13] http:/ / www.mcdonalds. ua/ ukr/ nashi-stravi-/ stravi-na-vibr/ big-mak/
External links
The Big Mac Index index page (http:/ / www. economist. com/ content/ big-mac-index) contains Big Mac
Index data dating back to 1997 (Economist.com subscription required for detail)
Big Mac versus iTunes (http:/ / econblog. aplia. com/ 2006/ 06/ itunes-index-for-exchange-rates_16. html) Aplia
Big Mac Index in text format for analysis (http:/ / bigmacindex. org/ bmi-data-text-format. html)
Global Investor Article on Big Mac Index (http:/ / www. theglobalguru. com/ article. php?id=97&
offer=GURU001) - Discusses origins & significance to international investors - 9 February 2007
"Prices and Earnings: A Comparison of Purchasing Power Around the Globe -2009," UBS AG, Wealth
Management Research (http:/ / www. ubs. com/ 1/ ShowMedia/ wealthmanagement/
wealth_management_research?contentId=170298& name=PreiseLoehne_2009_e. pdf) Good report on purchasing
power containing a Big Mac index (in minutes) as well as for staples such as bread and rice for 71 world cities.
UBS Prices and Earnings Report 2006: Dublin is 8th most expensive city but 3rd highest for net earnings (http:/ /
www. finfacts. ie/ irelandbusinessnews/ publish/ article_10006889. shtml) Very thorough article on the
time-based Big Mac index.
The Big Mac Index Converter (http:/ / www. thebigmacindex. com) Currency conversion calculator that uses
the Big Mac Index.
52
Advertising
McDonald's advertising
McDonald's
Type Public
Traded as
NYSE:MCD
[1]
S&P 500 Component
Number of locations
34,000+ worldwide
[1]
(Chairman)
Don Thompson
(President and CEO)
Products Fast food
Revenue
US$ 27.56 billion (2012)
[]
Operating income
US$ 8.60 billion (2012)
[]
Net income
US$ 5.46 billion (2012)
[]
Total assets
US$ 35.39 billion (2012)
[]
Total equity
US$ 15.29 billion (2012)
[]
Employees
1,800,000 (2013)
[2]
Website
[4]
53
McDonald's maintains an extensive advertising campaign. In addition to the usual media including television, radio,
and newspaper ads, the company makes significant use of billboards and signage, sponsors sporting events ranging
from Little League to the Olympic Games, and makes coolers of orange drink with their logo available for local
events of all kinds.
[3]
However, television ads remain the primary form of advertisement.
McDonald's has used 23 different slogans to advertise in the United States, as well as a few other slogans for select
countries and regions.
[4]
At times, it has run into trouble with its campaigns.
History
There have been many McDonald's advertising campaigns and slogans over the years. The company is one of the
most prevalent fast food advertisers, especially in the United States, where it spends the most advertising money of
any fast-food restaurant and the fourth-most of any advertiser in the country.
[5]
McDonald's Canada's corporate
website states that the commercial campaigns have always focused on the "overall McDonald's experience", rather
than just product.
[6]
The purpose of the image has always been "portraying warmth and a real slice of every day
life."
[7]
Its TV ads, showing various people engaging in popular activities, usually reflect the season and time period.
Finally, rarely in their advertising history have they used negative or comparison ads pertaining to any of their
competitors; the ads have always focused on McDonald's alone, one exception being a 2009 billboard advertising the
new McCafe espresso. The billboard read "four bucks is dumb", a shot at competitor Starbucks.
[8]
Controversies
In 1996, the British adult comic magazine Viz accused McDonald's of plagiarizing the name and format of its
longstanding Top Tips feature, in which readers offer sarcastic tips. McDonald's had created an advertising campaign
of the same name, which suggested the Top Tips (and then the alternative save money by going to McDonald's).
Some of the similarities were almost word-for-word:
"Save a fortune on laundry bills. Give your dirty shirts to Oxfam. They will wash and iron them, and then you
can buy them back for 50p." Viz Top Tip, published May 1989.
"Save a fortune on laundry bills. Give your dirty shirts to a second-hand shop. They will wash and iron them,
and then you can buy them back for 50p." McDonald's advert, 1996.
The case was settled out of court for an undisclosed sum, which was donated to the charity Comic Relief. However,
many Viz readers believed that the comic had given permission for their use, leading to Top Tips submissions such
as: "Geordie magazine editors. Continue paying your mortgage and buying expensive train sets ... by simply
licensing the Top Tips concept to a multinational burger corporation."
In 2003, a ruling by the UK Advertising Standards Authority determined that the corporation had acted in breach of
the codes of practice in describing how its French fries were prepared.
[9]
A McDonald's print ad stated that "after
selecting certain potatoes" "we peel them, slice them, fry them and that's it." It showed a picture of a potato in a
McDonald's fries box. In fact the product was sliced, pre-fried, sometimes had dextrose added, was then frozen,
shipped, and re-fried and then had salt added.
Current campaign
i'm lovin' it is an international branding campaign by McDonald's Corporation. It was created by Heye & Partner,
McDonald's agency based in Unterhaching, Germany, near Munich, and a member of the DDB Worldwide
Communications Group, Inc. It was the company's first global advertising campaign and was launched in Munich,
Germany on September 2, 2003, under the German title ich liebe es. The English part of the campaign was launched
in Australia on September 21, 2003, the UK on September 17, 2003, and in the USA on September 29, 2003 with the
music of Tom Batoy and Franco Tortora (Mona Davis Music) and vocals by Justin Timberlake, in which the slogan
appears. The motion logo at the time (featuring the "M" zooming out and shining and the "i'm lovin' it" (in different
54
languages, usually in English) zooming to the "M", leaving a trail) was produced by using Adobe After Effects and
Adobe InDesign. Also, by September 3, 2003, McDonald's selected more than 30 people to appear in new packaging
for McDonald's products, starting with a photoshoot taking place from September 3, 2003 until November 2003.
They unveiled new "i'm lovin' it"-themed packaging on December 8, 2003 and rolled it out worldwide throughout
2004 with the final delivery date being November 20, 2004. In January 2007, after a public casting call which
received 15,000 submissions, McDonald's selected 24 people to appear as part of the campaign.
[10]
Images of those
chosen, taken from September to December 2006, who had submitted a story and digital photograph which "captured
... themes of inspiration, passion and fun," appeared on McDonald's paper bags and cups worldwide.
In Spring 2008, McDonald's underwent the first phase of their new image and slogan: 'What we're made of.' This
was to promote how McDonald's products are made. Packaging was tweaked a little to feature this new slogan. In
November 2008, McDonald's introduced new packaging, eliminating the previous design stated above (except for
the Philippines and a few countries, where the previous design is used in tandem with newer packaging and in Fiji,
where the previous design is still current) with new, inspirational messages, the "i'm lovin it" slogan (appearing only
once on most packages). McDonald's also updated their menu boards with darker, yet warmer colors, more realistic
photos of the products featured on plates and the drinks in glasses. From 2009 to 2010, McDonald's introduced new
packaging worldwide.
Translations
Title Language Countries Literalmeaning
im lovin it English American Samoa, Andorra, Australia, Austria, The Bahamas, Bahrain, Belarus, Belgium,
Brunei, Bulgaria, Canada, China, Croatia, Cyprus, Czech Republic, Denmark, Dominican
Republic, Estonia, Fiji, Finland, France, Georgia, Gibraltar, Greece, Guam, Hong Kong,
Hungary, Iceland, India, Indonesia, Ireland, Isle of Man, Israel, Italy, Japan, Jordan,
Kazakstan, Kuwait, Latvia, Lebanon, Liechtenstein, Lithuania, Luxembourg, Macau,
Macedonia, Malaysia, Mauritius, Mexico, Moldova, Monaco, Montenegro, Morocco,
Netherlands, New Caledonia, New Zealand, Northern Mariana Islands, Norway, Oman,
Pakistan, Poland, Philippines, Portugal, Qatar, Romania, Russia, Samoa, San Marino,
Serbia, Singapore, Sint Maarten, Slovakia, Slovenia, South Africa, South Korea, Spain, Sri
Lanka, Suriname, Sweden, Switzerland, Taiwan, Thailand, United Arab Emirates, United
Kingdom, United States, Yemen Panama
I am loving it.
simplified
Chinese:
; traditional
Chinese:
; pinyin: w
ji xhun
Chinese
China, Malaysia, Singapore, Taiwan, United States
I just like (it).
ich liebe es German Germany I love it. / I am
loving it.
(ana
aibba) as well as
(akid
behibuh)
Arabic
Egypt, Kuwait
I love it. / Of course
I love it.
cest tout ce que
jaime
French
France
It's everything that I
love.
venez comme
vous tes
[11][12]
French
France
Come as you are.
cest a que jm French
Qubec
This is what I love.
(j'm = j'aime.)
love ko to Taglish Philippines I love this. ('to = ito)
55
mn bunu
sevirm
Azerbaijani Azerbaijan I love it.
bax, budur
sevdiyim
Azerbaijani Azerbaijan See, this is the love.
me encanta Spanish Argentina, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras,
Mexico, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, United States, Uruguay,
Venezuela
I love it.
me encanta todo
eso
Spanish
Chile
I love all of that.
amo muito tudo
isso
Portuguese
Brazil
I love all this a lot.
ite bunu
seviyorum
Turkish
Turkey
This is what I love.
- - Russian
Russia
That is what I love.
Ukrainian
Ukraine
I love this.
man tas patk Latvian Latvia I like it.
Promotional partners
Cross promotions
National Football League
In late 2012, McDonald's signed a multi-year deal to become the official restaurant sponsor of the NFL. It will be
a presenting sponsor of the 2013 Pro Bowl, and be able to use the NFL shield and logos of all 32 teams in its
campaigns.
[13]
NASCAR
Starting in 2008, McDonald's sponsored Elliott Sadler's #19 NASCAR Sprint Cup Series entry for 6 events (in the
U.S.). Over time McDonald's has sponsored numerous NASCAR cars including Bill Elliott's car, Jimmy Spencer,
Andy Houston, Kasey Kahne, and 2010 Daytona 500 winner Jamie McMurray. McDonald's racing not only
sponsors NASCAR cars but also sponsors other racing series/divisions, including the #02 McDonald's car of
Graham Rahal in the IndyCar Series.
Jamie McMurray's Bass Pro Shops Earnhardt Ganassi Racing #1 Chevrolet as a part-time/secondary sponsor
Bobby Hamilton, Jr.'s #35 car Busch Series
Kasey Kahnes #9 Dodge car in the NEXTEL Cup Series
Bill Elliott
Hut Stricklin #27 Winston Cup (now Sprint Cup) car
Jimmy Spencer
Andy Houston
NBA (fast food partner)
IndyCar Series
Graham Rahal's #02 car
Rolex Sports Car Series
Doran Enterprises #77 Ford Dallara
56
Celebrity spokespeople
Michael Jordan
Kobe Bryant
Larry Bird
Charles Barkley
Venus Williams
[14]
Yao Ming (20042005)
Destiny's Child (20042005)
Justin Timberlake (2003)
Ashanti (2003)
Cecil and Prince Fielder (1992)
Samuel L. Jackson (1972)
References
[5] Meet America's 25 biggest advertisers (http:/ / adage. com/ article/ news/ meet-america-s-25-biggest-advertisers/ 242969/ ?qwr=FullSite).
AdAge. Retrieved July 8, 2013.
[6] (http:/ / www.mcdonalds.ca/ en/ aboutus/ marketing_themes. aspx)
[7] (http:/ / www.mcdonalds.ca/ en/ aboutus/ marketing_themes. aspx)
[8] (http:/ / pampelmoose. com/ mimg/ mcdonalds_vs_starbucks. jpg)
[9] End of story for one fast food ad (http:/ / www.asa. org. uk/ asa/ focus/ case_studies/ McDonalds. htm)
[10] McDonald's press release (http:/ / www. mcdonalds.com/ corp/ news/ corppr/ 2006/ cpr_04032006. html)
[11] Gay McDonald's ad in France (http:/ / www. youtube.com/ watch?v=SBuKuA9nHsw), YouTube, 2010-05-26.
[12] Gay-Friendly McDonald's Ad Goes Viral (http:/ / buzz. yahoo. com/ buzzlog/ 93724?fp=1), 2010-06-03. Retrieved 2010-06-15.
[14] (http:/ / www. venuswilliams. com/ news/ fullstory. sps?iNewsid=174250& itype=& iCategoryID=0)
External links
Info on gay advocacy (http:/ / buzz. yahoo. com/ buzzlog/ 93724?fp=1)
List of McDonald's ad programs
57
This is a list of promotions by McDonald's restaurants.
McDonald's
Type Public
Traded as
NYSE:MCD
[1]
S&P 500 Component
Number of locations
34,000+ worldwide
[1]
(Chairman)
Don Thompson
(President and CEO)
Products Fast food
Revenue
US$ 27.56 billion (2012)
[]
Operating income
US$ 8.60 billion (2012)
[]
Net income
US$ 5.46 billion (2012)
[]
Total assets
US$ 35.39 billion (2012)
[]
Total equity
US$ 15.29 billion (2012)
[]
Employees
1,800,000 (2013)
[2]
Website
[4]
58
Slogans
Here is a partial list of slogans:
[3]
indicates the Golden Arches logo was used in place of a regular letter M.
Arab World
(I'm loving it) (2003present)
(Check our food quality) (2006present)
Australia
You Deserve a Break Today (May 30, 1971 1975)
We got it all for you (19751980)
You deserve a Break Today (19801984)
Love a Burger, Love a McDonald's (1981)
It's a Good Time for the Great Taste (19841988)
McDonald's is cooking ... breakfast! (19871992, breakfast)
The Good Time, Great Taste of McDonald's (19881992)
It's MacTime (1992)
It's MacTime Now (1992)
It's MacTime Again (1994)
MacTime Rocks On (1994, Featured David Essex's song Rock On)
Only McDonald's (1998)
Mac your Day (2000-September 20, 2003)
Big McDonalds (2001)
Feed your inner child (2005)
Hand in hand with Australia (2006current)
Bacon bacon bacon (2007, bacon menu)
I'm Lovin' it! (September 21, 2003current)
It's a Little Bit Fancy. (2009present, used for the "M Selections" line of products)
2011 it! (20112012)
2012 it! (20122013)
2013 it! (2013present)
It all comes together at Macca's. (2012present)
Austria
McDonald's ist einfach gut
Everytime a good time (19992003)
I'm lovin' it (2003present)
The Bahamas
We love to see you smile (20002003)
i'm lovin' it (2003present)
59
Brazil
um bom momento para o delicioso sabor do McDonald's (It's a good time for the great taste of McDonald's)
(19841994)
Esse o momento que gostoso que McDonald's (1987-1994)
Gostoso como a vida deve ser (Tasty like life should be) (19942003)
Amo Muito Tudo Isso (I'm lovin' it) (2003present)
Bulgaria
i'm lovin' it (December 10, 1994present)
Canada
English
The closest thing to home (19671969)
McDonald's is your kind of place (19671971)
You deserve a break today (19711975)
Enjoy the best food at McDonald's (1973, concurrent with 1971 slogan)
We do it all for you (also known as You, you're the one) (19751979)
Nobody can do it like McDonald's can (19791980)
You deserve a break today (19801983)
Nobody makes your day like McDonald's can (19801983)
That's My McDonald's (1981, concurrent with 1980 slogans)
Never Nasty, Your Dog Will Be Happy (19811982)
Nummy For Your Tummy (1982)
We cook it all for you at McDonald's (1982, concurrent with 1980 slogans)
McDonald's and you (19831984)
It's a good time for the great taste of McDonald's (19841988)
It's Mac Tonight (1985, Mac Tonight advertising)
McDonald's is your place to be (1986)
The good time, great taste of McDonald's (19881990)
There's nothing quite like a McDonald's (19881990)
You Deserve A Break Today (19891990, concurrent with 1988 slogan)
Food, folks and fun (19901991)
McDonald's Today (19911992)
What you want is what you get (19921997)
Do you believe in magic? (19931997, Happy Meal advertising)
Have you had your break today? (19951997)
My McDonald's (1997)
Did somebody say McDonald's? (19972000)
We love to see you smile (20002003)
Put a Smile On (20002003)
Smile (20012003)
There's a little McDonald's in everyone (20022003)
It's what I eat and what I do (2005)
What we're made of (2008present)
" Good things come in 3's" (2011)
60
" The celebrities eat it" (2012)
French
Vous mritez une pause aujourd'hui (1972-1975)
Nous faisons tout pour vous (1975-1979)
Personne ne peut le faire comme McDonald's (1979-1981)
Vous mritez une pause aujourd'hui (1981-1983)
Moi J'm McDonald (Me I love McDonald's) (19822003)
[4]
Cest a que jm
[5]
(It's that which I love) (2003)
Chile
Un Momento Especial, Cada Dia (A special moment, every day) (19992003)
Me Encanta Todo Eso (All that I love) (2003-December 31, 2012)
Me Encanta(I love it) (2003December 31, 2012, secondary)
I'm Lovin' It (January 1, 2013-present)
El Salvador
Me Encanta ("I love it) (Jul. 20, 1972present)
McDonald's Est Chivisimo! (McDonald's is Cool!) (2009present)
Finland
I'm lovin' it (Dec. 14, 1984present)
France
Ca se passe comme ca chez MacDonald's (It happens like that at Mc'Donalds) (1985September 28, 2003)
C'est Tout Ce Que J'aime (That's all I Like/I'm lovin' it) (September 29, 2003present)
Venez comme vous tes (Come as You Are) (late-November 2008present)
Germany
Das etwas andere Restaurant (The somewhat different restaurant) (19711977)
Essen mit Spa (Eating with fun) (19781982)
Gut, dass es McDonald's gibt (It's good that McDonald's exists) (19821987)
Der Platz, wo Du gern bist, weil man gut isst (The place where you like to be because you eat well) (19871991)
McDonald's ist einfach gut (McDonald's is simply good) (19911999)
Every time a good time (1999 September 1, 2003)
Ich liebe es (I'm lovin' it) (September 2, 2003present)
61
Guatemala
Esse momento para gran sabor de McDonald's (19841995)
El sabor de la alegra (The Taste of Joy) (19952003)
me encanta (2003present)
Honduras
Me encanta (1995present)
Hong Kong
Nobody can do it like McDonald's can (19791984)
Good Times and Great Tastes (19841985)
It's a good time for the great taste of McDonald's (19841988)
Good time, great taste (that's why this is our place) (19881993)
Every time a good time (19992003)
You are the sunshine of my life (2011present)
Iceland
I'm lovin' it (20032009)
India
McDonald's mein hai kuch baat. (Oct. 13, 19961999)
Toh aaj, Mmmmmmmmmm! McDonald's ho jaye. (19992003)
Indonesia
Manalagi selain di McD (Where else but McDonald's?) (1999-2003)
Israel
I'm lovin' it (Oct. 14, 1993present)
Italy
Sorridi di gusto con McDonald's(1990-?)
Succede solo da McDonald's (?-2002)
Nessuno come McDonald's (2002-2003)
62
Jamaica
I'm lovin' it (20032005)
Japan
! ! (The taste that does it... McDonald's!) (1975-1978)
! ! (The world's word... McDonald's!) (1978-1985)
! ! (A delicious smile from... McDonald's!) (1985-1989)
, ! (Because... McDonald's!) (1989-1995)
(Full of goodness, full of value) (1995-1998)
(Everyone loves McDonald's) (1998-2003)
New Zealand
We've got it all (June 7, 1976 - )
The good time, great taste of McDonald's (1988 - 1990)
Grab the Moment (early 1990s)
It's gonna be a lovely day (1994 - 2000, breakfast weekdays)
It's gonna be a great weekend (1994 - 2000, breakfast weekends)
It's Mac Time (late 1990s)
That's our tucker (1990s & 2005)
Make every time a good time (early 2000s)
I'm Lovin' it! (2003current)
Proud to be part of the change (20062009)
It's a Little Bit Fancy. (2009, used for the "M Selections" line of products)
More than you expect (2011)
Just because (August 17, 2011 present)
Netherlands
U verdient een pauze vandaag. (You deserved a break today.) (1971-1981)
McDonald's maakt meer van lekker uit eten. (McDonald's makes eating out more.)
Ze zei meneer tegen me.(she called me Sir!)
Je mag hier met je handjes eten (You can eat with your hands here!)
McDonalds is altijd goed (McDonalds is always good) (early 1990s)
Welkom (Welcome) (mid 1990s)
Gek op Mac (Crazy about Mac)
Every time a good time
Vinden we leuk (2012)
63
Norway
Spis den beste maten! (Eat the best food!) (19992003)
M f min smak! (Must get my taste!) (2003)
Hvis Du Vil (If You Want) (2004, Greek Salad commercials)
Panama
Me encanta (I love it) (2003-December 31, 2012)
I'm lovin' it (January 1, 2013-present)
Paraguay
Me encanta! (I love it) (1996present)
Peru
Me encanta (September 2003-December 31, 2012)
I'm lovin' it (January 1, 2013-present)
Philippines
It's A Good Time for the Great Taste. (19841988)
The Good Time, Great Taste of McDonald's. (19881994)
Ulitin Ang Sarap! (Repeat the deliciousness!) (19941997)
Kita Kits sa McDo (See you at McDo) (1997September 14, 2003)
Love ko 'to (I love this) (September 15, 2003present)
Love ko' 5 (I love 5) (2004present, orientation videos)
Poland
W McDonald's spotkajmy si (Let's meet in McDonald's) (1991-1999)
Kad den, skvel den (Every time a good time) (1999-September 25, 2003)
I'm lovin' it (September 26, 2003 present)
Puerto Rico
La cosa ms cercana a casa (The closest thing to home) (1967)
De McDonald's es el tipo de lugar (McDonald's is the kind of place) (19671971)
Te mereces un descanso hoy (You deserve a break today) (19711975)
Disfruta de la mejor comida en McDonald's (Enjoy the best food at McDonald's) (1973, concurrent with 1971
slogan)
Lo hacemos todo para usted (We do it all for you) (also known as Tu, eres el uno) (19751979)
Nadie puede hacerlo como McDonald's puede (Nobody can do it like McDonald's can) (19791980)
Te mereces un descanso hoy (You deserve a break today) (19801983)
Nadie hace que su da como McDonald's puede (Nobody makes your day like McDonald's can) (19801983)
Nos cocinar todo para usted en McDonald's (We cook it all for you at McDonald's) (1982)
De McDonald's y Guste (McDonald's and you) (19831984)
Es un que momento para el gran sabor de McDonald's (It's a good time for the great taste of McDonald's)
(19841988)
Es Mac Esta noche (It's Mac Tonight) (1985)
64
De McDonald's es el lugar para estar (McDonald's is the place to be) (1986)
Que momento, que sabor (Good Time, Great Taste) (19881990)
No hay nada como un McDonald's (There's nothing quite like a McDonald's) (19881990)
Que se merece el da de hoy (You deserve a break today) (19891990, concurrent with 1988 slogans)
Alimentacin, amigos y diversin (Food, friends and fun) (19901991)
Hoy de McDonald's (McDonald's today) (19911992)
Lo que queremos es lo que obtienes (What you want is what you get) (19921995)
Crees en la magia? (Do you believe in magic?) (19931997, Cajita Feliz advertising)
Ha tenido su da de hoy? (Have you had your break today?) (19951997)
Mi McDonald's (My McDonald's) (1997)
C Alguien decir McDonald's? (Did somebody say "McDonald's"?) (19972000)
Que gusto verte sonrer (We love to see you smile) (20002003)
Pon una sonrisa en (Put on a smile) (20002003)
Sonre (Smile) (20022003)
Me Encanta (I love it) (2003present)
Lo que estamos hechos de (What we're made of) (2008present)
Russia
McDonald's (Great moments every day at McDonald's) (19902002)
McDonald's (Great moments at McDonald's) (20022003)
B (2003present)
I'm lovin' it (2003present, secondary)
South Africa
Make every day a McDonald's day (1995-2003)
Spain
Sabemos lo que te gusta (We know what you like) (19982003)
Sweden
The Good Time, Great Taste of McDonald's (1988)
Kom till McDonald's vi ger mer (1993) (Come to McDonald's We give more)
Livet har sina goda stunder (1996) (Life has its good moments)
Every Time a Good Time (19992003)
Gotta Get My Taste (2003)
65
Taiwan
- (McDonald's is simply good) (1993-1999)
(Every time a good time) (1999-2003)
Trinidad and Tobago
i'm lovin' it (2003, 2011present)
Turkey
McDonald's Gibisi Yok! (1995present)
te Bunu Seviyorum (2003present)
UK
You'll enjoy the difference (1974)
There's a difference at McDonald's You'll Enjoy (19741986)
At McDonald's we've got time for you (19851988)
A Visit To McDonald's Makes Your Day (19881992)
There's nothing quite like a McDonald's (19921997)
Enjoy more (19972001)
Things that make you go MMMMMM! (2002 September 16, 2003)
i'm lovin' it (September 17, 2003present)
It's What I eat and what I do
The Sign of a Good Burger (2006)
Make Up Your Own Mind (2006)
Oh! Burger (2007)
That's what makes McDonald's (2008present)
That's McDonald's...and then some (2009present) (this phrase was voted #2 most irritating piece of British
advertising likely to deter custom after the Moonpig.com cards jingle in an independent March 9 survey by RM)
That's McDonald's...but cozy (Used for the Winter Menu in 2009)
That's McDonald's...with Yee-Hah! (Used for the Tastes of America series in 2009)
That's McDonald's...but Summery (Summer 2009)
That's McDonald's...but Merrier (Used for the Festive Menu in 2009)
There's a McDonald's for everyone (2009present)
66
Ukraine
McDonald's. (19972003)
(I'm lovin' it) (2003present)
Uruguay
Valor delicioso. (Delicious value.) (1991-2003)
Me Encanta! (I love it!) (2003-December 31, 2012)
I'm lovin' it (January 1, 2013 present)
US
Lets eat out! (19601965)
Look for the Golden Arches! (19601967)
Go for the Goodness at McDonald's (19621969)
The closest thing to home (19661969)
McDonald's is your kind of place (1967 January 22, 1971)
You deserve a break today (January 23, 1971 April 23, 1975)
Enjoy the best food at McDonald's (1973, concurrent with 1971 slogan)
McDonald's Sure is Good to Have Around (1974, concurrent with 1971 slogan)
We do it all for you (also known as You, you're the one) (April 24, 1975 May 6, 1979)
[6]
Nobody can do it like McDonald's can (May 7, 1979 January 19, 1983)
Nobody can say good night like McDonald's can (1979)
You deserve a break today (August 21, 1981 January 19, 1983)
Nobody makes your day like McDonald's can (1980 January 19, 1983)
That's My McDonald's (1981, concurrent with 1980 slogans)
We cook it all for you at McDonald's (1982, concurrent with 1980 slogans)
McDonald's and you (January 20, 1983 April 15, 1984)
It's a good time for the great taste of McDonald's (April 16, 1984 April 10, 1988, this slogan was used on
newspapers from April 16, 1984 until March 6, 1990 and in November 1993)
30 years of good times and great taste (1985, 30th anniversary)
It's Mac Tonight (1985, Mac Tonight advertising)
McDonald's is your place to be (1986, also used by NBC between 1990 and 1992 as NBC is the place to be)
The good time, great taste of McDonald's (April 11, 1988 March 6, 1990)
You Deserve A Break Today (19891990, concurrent with 1988 slogan)
Food, folks and fun (February 1990, March 7, 1990 March 18, 1991)
McDonald's Today (March 19, 1991 March 16, 1992)
What you want is what you get (March 17, 1992 October 15, 1997)
What you want is what you get at RocDonald's today (1994, The Flintstones promotion)
McDonald's, where what you want is what you get (1994, Sonic the Hedgehog promotion)
What you want is what you get, delievered from McDonald's today (1994, McDelivery trial)
Do you believe in magic? (March 17, 1992 October 15, 1997, Ronald McDonald and Happy Meal McDonald's
ads)
Have you had your break today? (February 17, 1995 February 18, 1997)
One Two Three Four... Big Mac burger! (1997)
My McDonald's (February 19 October 1, 1997)
Did somebody say McDonald's? (October 2, 1997 June 29, 2000)
67
We love to see you smile (June 30, 2000 September 28, 2003) (On September 11, 2001, this commercial
[7]
aired
before NBC's 4-day coverage of the 9/11 attacks. After the words "We love to see you smile", NBC returned to
the Today Show with Katie Couric telling viewers a plane crashed into the World Trade Center.)
Put a Smile On (June 30, 2000 September 28, 2003)
Smile (2001 September 28, 2003)
I'm lovin' it (September 29, 2003present)
It's what I eat and what I do (2005, combined with 2003 slogan to make It's what I eat and what I do...I'm lovin'
it)
What we're made of (2008present)
Gimme Back that Filet-O-Fish (2009present, Filet-O-Fish advertising)
You want it, need it, you gotta have a taste of McDonald's burgers (December 1, 2010 present, Big Mac,
Quarter Pounder, Angus Burger advertising)
The simple joy of McDonald's (20102013)
A whole new way to love McDonald's (2013present)
Jingles
Perhaps the best-known jingle was "You deserve a break today" a song sometimes incorrectly attributed to a young
Barry Manilow,
[8]
(who did sing it in one version of the commercial and thus included it in his "Very Strange
Medley" of product theme songs, with others he had written) was in fact, written by jingle singer/song writer Kenny
Karen. In the accompanying TV commercial,
[9]
there was almost no mention of food. Instead, the ad featured an
all-male McDonald's cleaning crew, singing after-hours about their individual tasks, and emphasizing that "at
McDonald's it's clean!" just before launching into the almost operatic chorus: "You deserve a break today / So get up
and get away / To McDonald's!" Another well known jingle was the "McDonald's is your kind of place / It's such a
happy place / Hap, hap, hap, happy place..." from 1967, sung to the tune of "Down by the Riverside".
[10]
Big Mac
English (1974-)
Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun.
[11]
Portuguese (1987-)
Dois hambgeres, alface, queijo, molho especial, cebola, e picles num po com gergelim.
Russian (1990-)
- , -, , -, - - -.
-- , - .
68
McDonald's and You! (1983)
McDonald's and you. McDonald's and you. Sharing good times together wherever with you. McDonald's and
you, and you, and you! Sharing the good time and no matter where we do. Remember there's only one
McDonald's and there's only one you. You! Together, McDonald's and you!
Good Time, Great Taste (1988-1990)
Good Time, Great Taste. That's why this is our place! The Good Time, Great Taste of McDonald's.
Food, Folks and Fun (1990-1991)
It's food, folks and fun. Food, folks and fun. You know the one, McDonald's, for food, folks and fun.
There is also a full version used in one commercial.
There's a new ankled daddy comin' down the street, a modern mama, who the two compete in a high-tech
world, complete an oasis, a place where you can get back to basics. It's food, folks and fun. (You'll like it for
fun!) Food, folks and fun. (McDon-McDon-McDonald's!) You know the one, McDonald's, (You know the
one!) for food, folks and fun.
McDonald's Today (1991-1992)
Here today, here to stay. You deserve a break today. McDonald's today.
What you want is what you get (1992-1997)
What you want is what you get at McDonald's today.
There was also an extended version used in one commercial which goes like this:
What you want is what you get, every day in every way. What you want is what you get at McDonald's today.
What you want is what you get, every day in every way. What you want is what you get at McDonald's today.
At McDonald's today.
Have you had your break today? (1995-1997)
Have you had your break today? We all need to get away. There's one place that's on your way, McDonald's is
your break today, Have you had your break today? Oh, feast yourself the McDonald's way. Spend a little
money for a smile in your tummy. Have you had your break today? Eat a nibble, you deserve breaks today. Oh
Yeah! La, La! Go to McDonald's too with your ki, kid. Have you had your break today? You deserve the
McDonald's way. There's a place with a smile in your face. Have you had your break today? Have you had
your break today?
Have you had your break today? (Big Mac/Canadian version, 1995-1997)
There was also a Canadian version that also promoted the Big Mac.
Have you had your break today? Easy does it on your way. So much to love, so little to pay, McDonald's is
your break today, Have you had your break today? Fun on the run and it's coming your way. Save a little
money, put a smile in your tummy, have you had your break today? Feed me, please me, tempt me, tease me.
I'm havin' a Big Mac Attack. Two all beef patties, special sauce, lettuce, cheese, rush me down to Mickey D's.
Have you had your break today? Keep your eyes on the fries don't let 'em get away. Nothin', nothin', like an
Egg McMuffin, have you had your break today? Have you had your break today?
69
Livet har sina goda stunder
This campaign was used in Sweden in 1996 and was recorded by Swedish band Ultima Thule.
Leva livet fritt och glatt, man vill inte sitta still...
...en plats, som alltid r ljus och varm och bara finnas till...
...trffa dom man tycker om, och gra vad man vill...
Livet har sina goda stunder.
Doo wap ap ap a doo den do den doo wap ap ap a do den doo...
Dagar kan passera fort som en vg p ppet hav...
...p McDonalds varva ner, hos oss finns inga krav...
...trffa dom man tycker om och bara koppla av...
Livet hav sina goda stunder.
i'm lovin' it (2003-present)
ba-da-ba-ba-ba... i'm lovin' it.
i'm lovin' it
McDonald's menu song
The McDonald's $1,000,000 Menu Song was an instant-win promotion created as part of an advertising campaign,
which ran from 1988 to early 1989. As the name suggests, the song, which was a remake of Reunion's 1974 hit
single "Life Is a Rock (But the Radio Rolled Me)", incorporates all of the items (at that time) on the McDonald's
menu: sandwiches, other lunch/dinner items, breakfast items, dessert items, and drinks, in that order.
Promotion overview
Either Eva-Tone Soundsheets or cardboard records containing the song were attached to advertising inserts and
distributed within newspapers across the United States. On all but one of the issued recordings, the singers were not
able to recite the song perfectly from start to finish; when the singers made a mistake, the record was over. On the
unique, prize-winning recording, the singers were able to complete the song; this record was a $1,000,000 instant
winner.
Approximately 80,000,000 records were distributed, and only one of them was a winner.
[12]
The promotion was won
by Galax, Virginia, resident Charlene Price, who used the money to purchase the convenience store where she
worked.
[]
United States lyrics
The lyrics read as follows:
Big Mac, McDLT, a Quarter-Pounder with some cheese, Filet-O-Fish, a hamburger, a cheeseburger, a Happy
Meal. McNuggets, tasty golden french fries, regular or larger size, and salads: chef or garden, or a chicken
salad oriental. Big Big Breakfast, Egg McMuffin, hot hot cakes, and sausage. Maybe biscuits, bacon, egg and
cheese, a sausage, danish, hash browns too. And for dessert hot apple pies, and sundaes three varieties, a
soft-serve cone, three kinds of shakes, and chocolatey chip cookies. And to drink a Coca-Cola, Diet Coke, and
orange drink, A Sprite and coffee, decaf too, A lowfat milk, also an orange juice. I love McDonald's, good
time great taste, and I get this all at one place...
70
Canada
In Canada, the lyrics read as follows:
Big Mac, McDLT, a Quarter-Pounder with cheese, Filet-O-Fish, a hamburger, a cheeseburger, McChicken,
and McNuggets, tasty golden french fries, regular or larger size, and salads: chef or garden, or a chicken salad
oriental, and for breakfast: Egg McMuffin, hot hot cakes, and sausage. Maybe Omelette McMuffins all 3 kinds
of danish, hash browns too. And for dessert hot apple pies, and sundaes three varieties, a soft-serve cone, three
kinds of shakes, and chocolatey chip cookies. And to drink a Coca-Cola, Diet Coke, and orange drink, A
Sprite and coffee and hot chocolate, also apple, orange, and grapefruit juice. I love McDonald's, good time
great taste, and I get this all at one place...
Qubec
Around the same time (198990), a French version of the ad campaign was produced for Quebec; however, no
promotion was attached. [13]
The order given in this version was sandwiches, other lunch/dinner items, dessert items, drinks, and breakfast. The
Qubec lyrics read as follows:
Big Mac, McDLT, un quart de livre avec fromage, filet de poisson, un hamburger, un cheeseburger, un
McPoulet, des McCroquettes, des frites dores en deux formats. Salade du chef, ou du jardin, ou de poulet
l'orientale voil srement un vrai rgal. Et pour dessert: chausson aux pommes, biscuits aux brisures
chocolates, des laits frapps en trois saveurs, un sundae y a rien de meilleur, suivi d'un Coke diet, d'un Sprite,
d'un Coke, d'une dlicieuse root-beer, chocolat chaud, un, lait, un th, ou un caf en deux formats. Ommelette,
McMuffin au jambon, rties un frits avec bacon, uf McMuffin, muffin anglais, crpes, et saucisses danoise
au pommes, servez-moi donc un jus d'orange, de pamplemousse, ou bien de pommes. J'aime McDonald, j'ai le
got c'est l`heure de savoir mon menu par cur.
McDonald's Canada: "Le menu chant, 1989

Media tie-ins
The following movies and shows were made into Happy Meals and other promotional products.
4Kids Entertainment
Yu-Gi-Oh! (2002)
Sonic X (2003)
Yu-Gi-Oh! GX (2007)
20th Century Fox
The Pagemaster (1994)
Mighty Morphin Power Rangers: The Movie (1995)
Turbo: A Power Rangers Movie (1997)
Dr. Dolittle (1998)
Casper Meets Wendy (1998)
Night at the Museum (2006)
Alvin and the Chipmunks: The Movie (2007)
Night at the Museum: Battle of the Smithsonian (2009)
Ice Age: Dawn of the Dinosaurs (2009)
Avatar (December 431, 2009)
Alvin and the Chipmunks: The Squeakquel (January 1 February 4, 2010)
Star Wars (2010)
71
Rio (2011)
Alvin and the Chipmunks: Chipwrecked (2011)
Star Wars Episode 1: The Phantom Menace 3D (2012)
Ice Age: Continental Drift (2012)
Epic (2013)
Rio 2 (2014)
Peanuts (2015)
Aardman Animation
Flushed Away (2006)
The Pirates! Band of Misfits (only uk) (2012)
American Greetings
Strawberry Shortcake (2009, 2010, 2011)
Bagdasarian Productions
Alvin and the Chipmunks (1989)
Alvin and the Chipmunks: The Movie (2007)
Alvin and the Chipmunks: The Squeakquel (January 1 February 4, 2010)
Alvin and the Chipmunks: Chipwrecked (2011)
Dimension Films
Tom and Jerry: The Movie (1992)
Spy Kids (2001)
Spy Kids 2: Island of Lost Dreams (2002)
Pinocchio (2002)
Spy Kids 3-D: Game Over (2003)
The Adventures of Sharkboy and Lavagirl in 3-D (2005)
DreamWorks
Antz (1998)
Shrek the Third (2007)
Bee Movie (2007)
Kung Fu Panda (2008)
Madagascar: Escape 2 Africa (2008)
Hotel for Dogs (2009)
Monsters vs. Aliens (2009)
The Penguins of Madagascar (2010)
How to Train Your Dragon (2010)
Shrek Forever After (2010)
Kung Fu Panda 2 (2011)
Megamind (2010)
Puss in Boots (2011)
Madagascar 3: Europe's Most Wanted (2012)
Rise of the Guardians (2012)
The Croods (2013)
How to Train Your Dragon 2 (2014)
Fox Kids/Jetix
Bobby's World (1994)
Digimon (2001, only in the United Kingdom)
72
The Magic School Bus (1994)
Ninja Turtles: The Next Mutation (1997)
NASCAR Racers (1999)
Power Rangers (1993, 1997, 2001, 2005)
Power Rangers: Lightspeed Rescue (2000)
Totally Spies (2005)
W.I.T.C.H. (2005)
Power Rangers Samurai (2011)
Power Rangers Super Samurai (2012)
Hasbro
Transformers (1995, 2004, 2006, 2008, 2009, 2010)
Beast Wars (1996)
Beast Machines (1999)
Furby (1998, 2005, 2006)
Transformers Animated (2008)
Transformers Prime (2013)
Littlest Pet Shop (2009, 2010)
My Little Pony (2005, 2009, 2011)
iDog (2008)
Lego Group
Bionicle Chronicles (2003)
Bionicle Legends (2007)
Lego Batman (2008)
Lucasfilm Animation
Star Wars: The Clone Wars (2008, 2010 2011)
Marvel Entertainment
Spider-Man (1994, 2009)
Marvel Heroes (2010)
Mattel
Barbie
Barbie in A Mermaid Tale (2010)
Barbie in The Pink Shoes (2013)
Richard Scarry (1995)
Hot Wheels (1994, 1996, 2000, 2004, 2005, 2008, 2009 2012 2013)
Hot Wheels Battle Force 5 (2010 2011)
MTV Networks
Nickelodeon (1993)
Nickelodeon
El Tigre: The Adventures of Manny Rivera (2008)
Game Gadgets (1992)
iCarly (2010, 2011)
SpongeBob SquarePants (2012)
Victorious (2012)
Teenage Mutant Ninja Turtles (2012)
73
Winx Club (2013)
Tak and the Power of Juju (2003)
Tak: The Great Juju Challenge (2005)
Nintendo
Super Mario Bros The Movie (1993)
Super Mario Bros. 3 (1990)
New Super Mario Bros. (2006)
Pokemon Black and White(2011,2012)
Paramount Pictures and Nickelodeon Movies
Hotel for Dogs (2009)
The Last Airbender (2010)
The Spiderwick Chronicles (2008)
Star Trek: The Motion Picture (1979)
Peanuts (1989)
Paws Inc.
Garfield (1984, 1988, December 1991, 1998)
Playskool
Mr. Potato Head (2010)
Sanrio
Hello Kitty (2004, 2009)
50 Years of Sanrio (2010)
Schneider's Bakery
iCarly (2010, 2011)
Sega
Sonic the Hedgehog (1994, 2003, 2004)
Sonic Heroes (2004)
Sony Pictures Entertainment
The Adventures of Elmo in Grouchland (1999)
Hook (1991)
Hotel Transylvania (2012)
The Real Ghostbusters (1987, 1992)
Mac and Me (1988)
Santa Claus: The Movie (1985)
Surf's Up (2007)
The Smurfs(2011)
The Pebble and the Penguin (1995)
The Smurfs 2 (2013)
Cloudy with a Chance of Meatballs 2 (2013)
Summit Entertainment
Astro Boy (2009)
Time Warner/Turner Broadcasting System
Cartoon Network (2007)
Cartoon Network Studios
74
Ben 10: Ultimate Alien (2011)
Ty Inc.
Teenie Beanie Babies (1996/97, set of 10).
[14]
Teenie Beanie Babies (1998, set of 12).
[15]
Teenie Beanie Babies (1999, set of 16 including four international bears).
[16]
Teenie Beanie Babies (2000, set of 32 in all 29 released in the spring and three, "USA Trio", released in the
fall).
[17]
Teenie Beanie Babies. The fourth Beanie Babies promotion representing 25 years of McDonald's Happy Meals
(2004).
[18]
Teenie Beanie Babies 2.0. The fifth Beanie Babies promotion representing 30 years of McDonald's Happy Meals
(2009).
Universal/Amblin Entertainment
E.T. the Extra-Terrestrial (1985)
An American Tail (1986)
Babe (1995)
Back to the Future: The Animated Series (1992)
Jurassic Park (1993)
The Flintstones (1994)
Despicable Me 2 (2013)
Walt Disney Studios and Jim Henson Productions
101 Dalmatians (1991)
Aladdin (1993, 2004)
Aladdin and the King of Thieves (1996)
An Extremely Goofy Movie (2000)
Armageddon (1998)
Atlantis: The Lost Empire (2001)
Bambi (1988)
Beauty and the Beast (2002)
Brother Bear (2003)
A Bug's Life (1998)
Cars (2006)
Chip 'n Dale Rescue Rangers (1989)
The Chronicles of Narnia: The Lion, the Witch and the Wardrobe with Walden Media (2005)
Chicken Little (2005)
Cinderella (1987)
The Country Bears (2002)
Dave the Barbarian (2004)
Dick Tracy (1990)
Disney's House of Mouse (2001)
Dinosaur (2000)
DuckTales (1988)
DuckTales the Movie: Treasure of the Lost Lamp (1990)
ESPN (2004)
The Emperor's New Groove (2000)
75
Finding Nemo (2003, 2005)
Fraggle Rock (1987-1988)
The Great Muppet Caper (1981)
Hercules (1997)
The Haunted Mansion (2003)
Honey, I Shrunk the Kids (1989)
The Hunchback of Notre Dame II (2002)
Inspector Gadget (1999)
Inspector Gadget 2 (2003)
Jim Henson's Muppet Babies (1986-1988)
The Jungle Book (1990, 1997)
The Jungle Book 2 (2003)
Lilo & Stitch (2002, 2004)
The Incredibles (2004)
The Lion King II: Simba's Pride (1998)
The Lion King 1 (2004)
The Little Mermaid (1989, 1997, 2006)
Lizzie McGuire (2004)
The Many Adventures of Winnie the Pooh (2002)
Mighty Ducks the Movie: The First Face-Off (1997)
Mission to Mars (2000)
Monsters, Inc. (2001)
Mulan (1998)
Muppet Treasure Island (1996)
Oliver & Company (1988)
Pirates of the Caribbean: The Curse of the Black Pearl (2003)
Pirates of the Caribbean: Dead Man's Chest (2006)
The Rescuers Down Under (1990)
Return to Never Land (2002)
Rudyard Kipling's The Jungle Book (1994)
Snow White and the Seven Dwarves (1993, 2001)
Sleeping Beauty (1997)
Talespin (1990)
Tarzan (1999)
That's So Raven (2005)
The Tigger Movie (2000)
Treasure Planet (2002)
Toy Story 2 (1999)
The Wild (2006)
Walt Disney Classics (1987)
Walt Disney Masterpiece Collection (1996-1997)
(1996)
Snow White - Snow White and the Seven Dwarfs
Scat Cat - The Aristocats
Merlin - The Sword in the Stone
Pocahontas - Pocahontas
Cinderella - Cinderella
76
Robin Hood - Robin Hood
Aladdin - The Return of Jafar
Alice - Alice in Wonderland
(1997)
Donald Duck - The Three Caballeros
Simba - The Lion King
Tigger - The Many Adventures of Winnie the Pooh
Auroa - Sleeping Beauty
Dodger - Oliver and Company
Bambi - Bambi
Eliott - Pete's Dragon
Woody - Toy Story
Who Framed Roger Rabbit (1988)
Warner Bros.
Animaniacs (1994, 1995, 1996)
Batman: The Animated Series (1993, 1996)
Batman Returns (1992, cancelled due to the movie's dark content)
Batman Forever (1995)
Batman: The Brave and the Bold (2010)
The Flintstones: On the Rocks (2001)
Free Willy (1993)
Free Willy 2: The Adventure Home (1995)
Free Willy 3: The Rescue (1997)
The Iron Giant (1999)
Journey to the Center of the Earth 3-D (2008)
Quest for Camelot (1998)
Scooby-Doo (1989)
Space Jam (1996)
Speed Racer (2008)
Star Wars: The Clone Wars (2008)
Super Looney Tunes (1991)
Tiny Toon Adventures (1991-1992)
TMNT (2007)
The Witches (1990)
Yo Yogi! (1992)
The Weinstein Company
Doogal (2006)
Zazzle
iZ (2006)
Misc.
Dr. George (1988)
Betty Spaghetti (2001)
Need for Speed: Underground (2003)
Madame Alexander (2002, 2003, 2004, 2005, 2006, 2007, 2008, 2010)
77
Digisportz (2009)
Hexbug (2013)
Kidz Bop (2009)
Bakugan Battle Brawlers: New Vestroia (2009)
Bakugan: Gundalian Invaders (2010)
Build-A-Bear Workshop (2006, 2007, 2009, 2012)
Nerf (2009)
Monster Mix-Ups (1990)
Spyro: A Hero's Tail (2005)
Food Changeables (1987, 1989, 1990)
Only Hearts Pets (2010)
Twinkle Toes (2011 2013)
Hello Kitty (2009, 2010, 2011 2013)
Paul Frank (2012)
Moshi Monsters (2012)
Hexbug (2013)
Others
Happy 15th Birthday Happy Meal (1995) . Ronald McDonald . Barbie . Hot Wheels . E.T. . Sonic the Hedgehog . the
Berenstain Bears . Tonka . Cabbage Patch Kids . 101 Dalamations . The Little Mermaid . Muppet Babies . Snoopy .
Tiny Toons . Looney Tunes . Happy Meal Guys
Scratch-off games and sweepstakes promotions
United States
1972 Munich Olympics Scratch-off game; this differed from later ones in that if USA won more than one medal
in an event, the player could win multiple prizes (e.g. a sweep won a Big Mac, fries, and a drink)
1976 Montreal Olympics Scratch-off game.
1982 Taste the thrill of Atari at McDonald's.
1984 Los Angeles Olympics Scratch-off game.
1987-2012 (annually) Monopoly Game collect-and-win sweepstakes
1988 Seoul Olympics Scratch-off game. Customers received a card for an Olympic event. If the USA won gold
in that event, you won a Big Mac. If the USA got Silver, you won a medium fries. If the USA got bronze, you
won a small drink.
1989 - Scrabble promotion
1989 Million-Dollar McDonald's song contest for Big Mac.
1991 Dick Tracy Scratch-off game. This one was easily broken and many people essentially cheated to win as
folding the card in half and rubbing a coin on the crease allowed you to see the winnings. Upon finding the
winning circle, you just folded it back up, scratched off the winner, and the associate didn't have a clue.
19962000, 2004, 2009 Teenie Beanie Babies
1999 Disney's Inspector Gadget Code Name Game
2001 - Who Wants to Be a Millionaire scratch-off game. Players would scratch off what they thought was the
correct answer on their game card, and could log onto ABC.com for a special 50:50 lifeline to narrow their
choices down.
2006 FIFA World Cup 2006 Meal
2006 Pirates of the Caribbean Sweepstakes
78
References
[4] This happens to be the longest running slogan in Quebec and was teamed up with U.S. campaign slogan themes from 1982 until 1995 and the
Have you had your break today? theme from 1995 until 2003.
[5] [5] The letter "m" has the same sound in French than "aime" (love). This slogan was coined by an ad agency back in late-1982.
[6] This slogan is mentioned in an episode of Scare Tactics.
[7] Today Show with McDonald's "We Love To See You Smile" commercial airing before the 9/11 attacks (http:/ / www. archive. org/ details/
nbc200109110831-0912)
[8] Barry Manilow (http:/ / www. classicbands.com/ manilow. html)
[9] http:/ / www. youtube.com/ watch?v=XKR1ScQUpcA
[10] http:/ / www.youtube.com/ watch?v=RFEkfipbI3Q& NR=1
[11] http:/ / www.bigmacmuseum. com/ #
[13] http:/ / www.youtube.com/ watch?v=Lpn7ncrmwL0
[14] McDonald's 1996 Teenie Beanie Babies Checklist! (http:/ / www. aboutbeanies. com/ checklists/ McDonalds_Teenie_Beanie_Babies_1996.
html)
[15] McDonald's 1998 Teenie Beanie Babies Checklist!! (http:/ / www. aboutbeanies. com/ checklists/
McDonalds_Teenie_Beanie_Babies_1998.html)
html)
html)
html)
Burger Wars
The Burger Wars is a series of off and on comparative advertising campaigns consisting of mutually-targeted
advertisements that highlight the intense competition between hamburger fast food chains McDonald's, Burger King
and others in the United States.
[1]
The term first came into use during the late 1970s due to an attempt by Burger
King to generate increased market and mind-share by attacking the size of bigger rival McDonald's hamburgers.
[][]
By the mid 1980s, the constant spending on advertising began to affect the major players. In 1987, Burger King laid
off more than a hundred people from its corporate headquarters in Miami, Florida, while Dublin, Ohio-based
Wendy's reported its first quarterly operating loss since its founding in 1969. Conversely, McDonald's operating
revenue and profit increase while its market share also grew.
[2]
Smaller chains, such as Hardee's, worked to keep
from getting caught up in the extensive financial brinkmanship by avoiding the expensive ad campaigns and by
staying in smaller, more geographically limited locations.
[3]
The New York Times states that the poor economy of the late 2010 recessionary period has led to the return of the
Burger Wars. Because of tightened budgets, consumers have been forced to seek value and the major fast food
chains are increasingly competing for those consumer dollars. The Wendy's chain has been at the forefront of the
revival, airing a series of ads that feature founder Dave Thomas' daughter Melinda Lou Morse, the original "Wendy",
advertising a series of new burgers and reviving its Where's the beef? advertising slogan.
[]
Modern examples
In a 2007 advertising campaign, Jack In the Box aired a series of television ads in the United States that disparaged
several rivals' Angus-beef burgers in which it was alleged that they equated Angus beef with an anus. Rival chain
operator CKE claimed the ads were misleading because they confuse consumers by comparing sirloin, a cut of meat
found on all cattle, with Angus, which is a breed of cattle. CKE, operator of the Carl's Jr. and Hardees chains, had
been noted for running ads that were controversial ads and claimed that there was no comparison between the ads
they were running those of Jack In the Box because their ads did not insinuate their products came from an
undesirable part of cows.
[]
Burger Wars
79
Because of their similar preparation styles and menus, the expansion of Five Guys into the territories of its Los
Angeles-based counterpart In-N-Out has been described as newer version of the Burger Wars by several
publications.
[][]
References
Dreaming in Mono
80
Dreaming in Mono
Dreaming in Mono
Client McDonald's
Shaun Russell, Senior Marketing Director Nordic
Agency Perfect Fools
Fredrik Heghammar, Managing Director
Tony Hgkvist, Founding Partner, Global Creative
Directed by Jens Jonson
Production
company
Happy Fiction
Produced by Lukas Wojarski
Starring Bernard Cauchard
Jari Hinshelwood
Ole Vevle
Marie Bergman
Andreas Holm-Hansen
Linnea Lundmark
Marica Rosengarden
Alexandra Alegren
Felipe Morales McOwan
Musicby Martin Landqvist
Release date(s) January 2010
Running time 7 episodes x 8 minutes
Language English, Danish, Norwegian, Swedish
Official website [1]
Dreaming in Mono is a transmedia storytelling branded content initiative from McDonald's and Perfect Fools,
produced by Happy Fiction, in the four Nordic countries of Denmark, Finland, Norway and Sweden. The story
combines three principle themes: the Nordic passion for winter sports; the prejudices, rivalries and stereotypes of the
Nordic nations; the role of McDonald's as the largest host of diverse people and fun experiences in the region.
[2]
Dreaming in Mono
81
Story
Dreaming in Mono is a fictional drama revolving around McDonald's customer and former professional alpine skier
Alain Duchamp and his archrival Hansi Von Spitzmark. The two rivals regularly competed against each other in the
1970s with fundamentally different styles and philosophies concerning their approach to life and to their sport. In
one particular race Alain attempted to race against Hansi by using his revolutionary new monoski. Hansi quickly
reported Alain to the relevant ski governing body and Alain was disqualified and never raced again. Hansi,
meanwhile, won gold after gold medal and became an international celebrity.
Fast-forward to the present day and Alain is based somewhere remote in the northern borderlands of Sweden,
Finland and Norway still unable to come to terms with what happened so long ago. He devises a plan to exact his
revenge on Hansi and enlists a disparate group of Nordic characters to help him.
Characters
Alain Duchamp: Former alpine ski professional. Founder of 'Team Monoski'
Hansi Von Spitzmark: 1970s alpine ski legend. Poet, recording artist and media celebrity
Terje Olsen: Obsessive but shy Norwegian monoski engineer
Lene Olsen: Terjes long-suffering wife
'Mad Mads' Steen: Self-styled Danish daredevil and extreme sports enthusiast
Lovisa Svensson: Talented Swedish snowboarder
Tiina Nieminen: Tough, independent Finnish entrepreneur and former love interest of Alain Duchamp
Yasmine Carlsson: Ambitious young Swedish documentary filmmaker
Carlos: Reluctant documentary cameraman from Spain
Tony Giuseppe Giacosa: Hansis loyal sidekick and bodyguard
Content
Dreaming in Mono combines a 56 minute-long drama (divided into 7x8 minute episodes) with character interviews
by the fictional documentary filmmaker Yasmine, history of monoskiing backstories, character songs and videos,
website, character Myspace and Facebook pages, character Twitter feeds. The aim of the initiative was to connect via
non-traditional and social media with an audience difficult to reach through conventional marketing tactics and
messages.
[3]
A number of elements were also designed to enable the audience to interact with the content both live and online
including: Hansi 'Two Sides of Me' song remix; iPhone 'random menu generator' application, online 'McDate' tool,
polls, competitions, 'Mad Mads' milkshake flashmob live events, Facebook Fan pages and the opportunity to
comment or start discussions on both the site and social media pages.
[4]
Branding elements
The McDonald's name only appears in the introduction title to each episode: "McDonald's Nordic Presents". Much
of the story then takes place in and around a McDonald's restaurant in the far north. Familiar products such as
Chicken McNuggets, Big Mac, juice, coffee and soda are visible in the restaurant scenes.
Transmedia activation
Dreaming in Mono launched in mid-January 2010 with movie-style trailers and ran until the end of February across
TV and cinema media, video sites, social media sites, print media and in McDonald's own restaurants within the
Nordic region. The 7 episodes were released weekly both online on Vimeo, YouTube and MSN Video and broadcast
with exclusive TV station partners either as part of the station's program schedule (Sub Finland) or as full 8minute
Dreaming in Mono
82
commercial 'powerbreaks' (TV3 Puls Denmark, Viasat 4 Norway, TV6 Sweden). Both the character interviews and
character webpages were released online in advance of and during the episodal broadcast. The timing of the
activation was designed to coincide with the build-up to, and closing weekend of, the Vancouver Winter Olympics in
which McDonald's was a global sponsor. What makes it stand out from other branded content initiatives is the way
in which brand, agency, director and media outlets worked together to extend that story across a variety of platforms,
each accentuating the central idea.
[5]
Music
Music written by Martin Landqvist, Swedish music producer, recording artist, remixer and songwriter working under
the name Nid. He has produced and remixed music for big artists such as Kent, A-ha, The Cardigans, Meja and
Titiyo. Martin is also a member of the band Peking Laundry together with Martin Skld from Kent. Snowracer is
another of Martin Landquists projects. This super group consists of Amir Chamden from Infinite Mass, Dregen
from Backyard Babies and Brady Blade. The soundtrack "If were a part of it" is written by Martin Landqvist in
corporation with Amanda King, singer/songwriter from Sydney Australia. The track is mixed by Ollie Olson, known
for his work with Robyn, Jordin Sparks, Oh Laura and Christian Waltz.
Awards
Dreaming in Mono was awarded with a Gold medal in Web at the Golden Award of Montreux.
See full list of winners here: http:/ / www. goldenawardmontreux. com/ winners2010. html
Dreaming in Mono is a Webby Award Honoree in "Integrated Campaigns" and "Websites - Fashion".
See full list of Webby Honorees for 2010 here: http:/ / www. webbyawards. com/ webbys/ current_honorees.
php?season=14
Sets and locations
McDonalds Hggvik (Sweden)
Hgfjllshotellet Slen (Sweden)
Gammelgrden Slen (Sweden)
Slen & surroundings (Sweden)
Credits
Digital agency Perfect Fools] and production company Happy Fiction
[6]
originated and developed the concept in
partnership with McDonald's Nordic. The episodes and character interviews were written and directed by Jens
Jonsson, previously writer/director of the movie King of Ping-Pong which won the Grand Jury Prize at the 2008
Sundance Film Festival. Real Vikings Monoski
[7]
Wikipedia:Link rot provided monoski content for the website and
action scenes for the episodes.
Pictures
Dreaming in Mono
83
References
[1] http:/ / www. dreaminginmono. com'''
[2] Renegademedia, McDonald's Premieres "Dreaming In Mono" (http:/ / www. renegademedia. net/ Latest/ sophie48097. html)
[3] McDonald's Next Step: Create the Content, Control the Media. Burger Business, February 2, 2010 (http:/ / www. burgerbusiness. com/
?p=3764)
[4] Viralblog.com January 30, 2010 (http:/ / www.viralblog. com/ online-marketing/ dreaming-in-mono-by-mcdonalds)
[5] The Winter's Tale, Boards Magazine, March 1, 2010 (http:/ / www. boardsmag. com/ articles/ magazine/ 20100301/ mcdonalds. html)
[6] http:/ / www. happyfiction.com/
[7] http:/ / www. realvikingsmonoski/
External links
Official website (http:/ / www. dreaminginmono. com/ )Wikipedia:Link rot
Perfect Fools (http:/ / www. perfectfools. com/ )
Episode 1 - The Man with the Dream (http:/ / vimeo. com/ 8862274) on Vimeo
Episode 2 - The Gathering (http:/ / vimeo. com/ 9045956) on Vimeo
Episode 3 - Rebels outside the Box (http:/ / vimeo. com/ 9203671) on Vimeo
Episode 4 - All a part of It (http:/ / vimeo. com/ 9381504) on Vimeo
Episode 5 - Bringing in the Mountain (http:/ / vimeo. com/ 9550364) on Vimeo
Episode 6 - Up North Where We Belong (http:/ / vimeo. com/ 9729251) on Vimeo
Episode 7 - Grand Finale (http:/ / vimeo. com/ 9755630) on Vimeo
Interview with McDonald's Nordic Marketing Director, Shaun Russell (http:/ / vimeo. com/ 8864917)
Dreaming in Mono on IMDB (http:/ / www. imdb. com/ title/ tt1592541/ )
What is Transmedia? (http:/ / www. starlightrunner. com/ transmedia)
Dreaming in Mono wins gold at Golden Award of Montreux 2010 Festival (http:/ / www. goldenawardmontreux.
com/ winners2010. html#)Wikipedia:Link rot
The Transmedia Dream, 57th Cannes International Advertising Festival, seminar program (http:/ / www.
canneslions. com/ festival/ event_detail_page. cfm?event_id=42)
Golden Arches
84
Golden Arches
The Golden Arches used on the exterior of the
Times Square McDonald's restaurant.
The Golden Arches are the symbol of McDonald's, the global
fast-food restaurant chain. Originally, real arches were part of the
restaurant design. They were incorporated into the chain's logo in
1962, which resembled a stylized restaurant, and in the current Golden
Arches logo, introduced 1968, resembling an "M" for "McDonald's".
History
The third McDonald's restaurant in Downey, California, which
opened in 1953, is the oldest existing McDonald's. It was the second
restaurant to feature the Golden Arches design, which was introduced
earlier that year with the second McDonald's in Phoenix, Arizona.
The arches were introduced in 1953, when Richard and
Maurice McDonald were building their first franchised
outlet in Phoenix, Arizona. Architect Stanley Meston
designed a walk-up hamburger stand with red and
white tiles and a distinctive sloped roof, but Richard,
wanting more visual appeal, sketched a pair of stylized
yellow arches, one at each side. Meston accepted other
changes but rejected the arches; in the end, sign-maker
George Dexter was hired to construct the arches.
[]
When viewed from an angle, the two yellow arches
design was reminiscent of the two loops forming the
letter "M" for McDonald's. A sign out front
incorporated yet a third yellow arch along with the
chain's signature character, a chef named Speedee.
In 1962, seeking to upgrade its image, the company
sought a new logo. Fred Turner sketched a stylized "V", but the company's head of engineering and design, Jim
Schindler, extended the "V" into an "M" resembling a McDonald's store viewed from an angle, with a red isosceles
trapezoid "roof" serving as background for lettering.
[]
While McDonald's dropped the physical arches from nearly all of its restaurants in the 1960s, the Golden Arches
have remained in the logo, and as a commonly understood term for the company. All McDonald's stores and
commercials in Canada have a maple leaf in the middle of the Golden Arches.
Golden Arches
85
A "retro" McDonald's in 2006
The McDonald's in Sedona, Arizona has
turquoise arches, because the city did not want
the arches to be yellow.
McDonald's flagship location, known as the Rock
N Roll McDonald's, in Chicago has an extra set
of Golden Arches on its drive through.
The term "Golden Arches" is sometimes used as metonym,
symbolizing capitalism or globalization in phrases such as the
"Golden Arches Theory of Conflict Prevention", since McDonald's
is one of the more prominent American corporations that have
become global in their reach (along with Coca-Cola and Nike).
References
McDonaldland
86
McDonaldland
McDonaldland was a fantasy world used in the marketing for McDonald's restaurants. It was based on the "total
concept and feel" of Sid and Marty Krofft's H.R. Pufnstuf television program.
[1]
McDonaldland was inhabited by
Ronald McDonald and other characters. In addition to being used in advertising, the characters were used as the
basis for equipment in the playgrounds attached to some McDonald's. McDonaldland and the supporting characters
have been dropped from McDonald's marketing since 2003, but Ronald McDonald is still seen in commercials and in
Happy Meal toys.
History
19711974: Early years
The first phase of the McDonaldland concept began in January 1971, when McDonald's was replacing its drive-ins
with mansard roofed restaurants. The early commercials were built on an upbeat, bubble-gum style tune, and
featured a narrator; many had plots that involved various villains trying to steal a corresponding food item (usually
hamburgers), foiled by Ronald.
McDonaldland itself, as it was depicted in the commercials, was a magical place where plants, foods, and inanimate
objects were living, speaking characters. In addition to being the home to Ronald and the other core characters,
McDonaldland boasted a theme park of "Thick Shake Volcanoes", anthropomorphized "Apple Pie Trees", "French
Fry Bushes" (where McDonald's French Fries grew from bushes), "The Hamburger Patch" (where McDonald's
hamburgers grew out of the ground like plants), "Filet-O-Fish Lake", and many other fanciful features based around
various McDonald's menu items. In the commercials, the various beings are played by puppets or costumed
performers, very similar to those used in the popular H.R. Pufnstuf TV show.
Some of the commercials were directed by veteran voice actor Howard Morris, who voiced some of the characters in
the commercials as well (such as Hamburglar).
19741979: Transition years
The McDonaldland line saw significant changes during this period. Notably, Grimace, who was introduced as an evil
villain, was revamped in 1974 to be one of the good guys. Then, in 1977, the Uncle O'Grimacey character was
introduced for a brief promotion for Shamrock Shakes around St. Patrick's Day. Also during this period, the
McDonaldland Characters would begin promoting "Happy Meal Toys" in 1979, based on popular franchises of
Disney, Warner Bros, DC Comics, etc.
McDonaldland
87
Lawsuit
Sid and Marty Krofft sued McDonald's for not
giving copyright credits for their H.R. Pufnstuf
show. After the case was settled, only few of the
characters would remain for future commercials.
Needham Harper & Steers, an ad agency (now known as the Omnicom
Group) vying for McDonald's advertising accounts, had originally
hoped Sid and Marty Krofft, the creators of H.R. Pufnstuf, would agree
to license their characters for commercial promotions. After the
McDonaldland promotion went forward, the Kroffts were dismissed
without being credited or paid.
[2]
In 1973 the Kroffts successfully sued McDonald's, arguing that the
entire McDonaldland premise was essentially a ripoff of their
television show. Specifically, the Kroffts claimed that the character
Mayor McCheese was a direct rip-off of their character, "H.R.
Pufnstuf" (a mayor himself). McDonald's initially was ordered to pay
$50,000. The case was later remanded as to damages, and McDonald's
was ordered to pay the Kroffts more than $1,000,000 when the case
was finally settled in 1977. As a result of the lawsuit, the concept of
the "magical place" was all but phased out of the commercials, as were
many of the original characters.
19802003: Popularity and decline
In the early 1980s and throughout the 1990s, McDonaldland remained a popular marketing device. The characters
that remained following the lawsuit were Ronald McDonald, Grimace, Hamburglar, and the French Fry Gobblins
(renamed the Fry Guys, and later the Fry Kids with the addition of the Fry Girls, in an apparent attempt to make
them seem more kid-friendly). Mayor McCheese, Officer Big Mac, Captain Crook, and the Professor were used until
1985 (however they did return for a Sears advertisement in 1987). Birdie the Early Bird would join the lineup soon
after, representing the restaurant's new breakfast line in the early 1980s. From then on, the characters seemed to live
in the real world and they interacted with real-life characters, but commercials still took place in "McDonaldland".
Soon after, the Happy Meal Gang and the McNugget Buddies were prominent features in the commercials
(representing the restaurant's "Happy Meals" and "Chicken McNuggets" respectively, being the menu items that
mainly appealed to kids) along with Ronald.
From 1998 until 2001, Klasky Csupo and McDonald's released a videotape series titled The Wacky Adventures of
Ronald McDonald. The series depicted Ronald, Grimace, Birdie, the Hamburglar, and a few new characters like
Ronald's pessimistic dog Sundae. These videos would begin in live action, in what resembled a modern-day
McDonaldland. Then when the characters would enter down a tube, or other means of travel, they would become
animated. The video series had six parts but the sixth one is very rare because it was sold only at Klasky-Csupo's
online store back in 2003.
[citation needed]
In the 2000s, McDonald's experimented with the possibility of animating the characters to improve ratings. Various
spots featuring the Hamburglar and other characters alongside celebrities were planned but were canceled. A conflict
emerged between agencies regarding whether to continue using the characters or to follow through with the desire of
ad agency Leo Burnett to elevate the "I'm lovin' it" campaign and phase out the characters completely. The latter
option was chosen, and the McDonaldland characters were retired.
McDonaldland
88
2004present: Just Ronald McDonald
In recent years, the McDonaldland premise has largely been phased out of advertising campaigns. Despite this, the
McDonaldland characters continued to appear in McDonald's play areas, bibs, and on some soft drink cups until
2008. Modern commercials nowadays usually depict Ronald McDonald alone in real-world situations with real
children, whether he visits a local restaurant or goes to visit sick children at Ronald McDonald House. Grimace did,
however, appear in an advertisement for Monsters vs. Aliens Happy Meal Toys, while Hamburglar also appeared in a
more adult-oriented commercial advertising the Big Mac. A McDonald's located in the Lower Westheimer area
across from Downtown Houston is still using the McDonaldland characters Grimace and Hamburglar (as of 2013)
with their images painted on the windows.
Characters
The following characters are listed in order of appearance:
Ronald McDonald in 1999.
Ronald McDonald The primary icon and mascot of McDonald's.
He is a clown with red hair and a big red smile who wears a yellow
suit and red shoes. He also wears a red and white striped shirt
underneath with yellow gloves. His first appearance in a
McDonald's commercial was in 1963. Originally, he looked nothing
compared to who he is today, wearing a yellow-and-red striped suit
with a tray of a McDonald's Hamburger, french fries, and
milkshakes. He also used it as a hat too. From 1971 to 2000 (2003
in the last McDonaldland commercials), Ronald's suit had french fry
bags for pockets with two large ones around the lower body and an
average sized french fry bag on the heart. The sleeve and leg stripes
were thin, and the neck collar was long. Starting with Wacky
Adventures of Ronald McDonald, in 1998, Ronald wore a different
looking suit replacing the french fry bag pockets, with standard red
ones and the one on the heart being a red circle with the "M" in the
center. Also during the show's first few episodes, the back read "Ronald" with red back pockets, but it would later
remove the pockets and just show the McDonald's logo in red outlining. The neck collar also slightly shrunk in a
smaller appearance and the stripes are thicker. This would become his permanent look starting in 2000. Ronald
now interacts with children in the real world, as he used to in the McDonaldland era. He was first portrayed by
Willard Scott (who also played Bozo the Clown) and various other actors over the years.
Hamburglar A pint-sized burglar who first appeared in March 1971 and was one of the first villains on the
commercials. He was dressed in a black-and-white hooped shirt and pants, a red cape, a wide-brimmed hat, and
red gloves. His primary object of theft was hamburgers, hence his name. The character, like Grimace, started out
as a villain, only he was old, had a long nose, gray hair, and was called the Lone Jogger in some 1970s
commercials, sporting a shirt that said "Lone Jogger". Hamburglar spoke in gibberish which was often translated
by Captain Crook. He was revised in 1985, when his look changed from a troll-like old man to a red-headed
Dennis the Menace-type child who spoke and wore a shorter-brimmed hat and a black cape with yellow on the
inside. His previously-unintelligible muttering was now the familiar "robble robble". In The Wacky Adventures of
Ronald McDonald, he took on a new, sporty appearance wearing green goggles, a leather jacket, striped shirt,
shorts and sneakers. He loved playing tricks on his friends and still loved burgers. The last appearances of
Hamburglar on television were prime time commercials promoting the dollar menu. One spot featured the
Hamburglar and Grimace with Cedric The Entertainer, and the final spot featured the Hamburglar with tennis
stars Venus and Serena Williams. From 1971 to 1992, Hamburglar was performed by 4 foot 3 inch character actor
Frank Delfino,
[][]
while the character was voiced by Howard Morris in most commercials, Charlie Adler in some
McDonaldland
89
1980s commercials and "The Wacky Adventures of Ronald McDonald"; and Carl W. Wolfe in some 1990s
commercials.
[3]
Grimace A large, purple character who was first introduced in November 1971 as the "Evil Grimace". In
Grimace's first two appearances, he was depicted with two pairs of arms with which to steal milkshakes. "Evil"
was soon dropped from Grimace's moniker, and Grimace was reintroduced in 1972 as one of the good guys. In
1974 Grimace was redesigned, going from two pairs of arms to the single pair he had later. Grimace's role
continued to grow, and by the mid-1970s, he was a major character in McDonaldland. Commercials and
merchandise generally portrayed Grimace as a well-meaning simpleton whose clumsy antics provided a comic
foil to Ronald McDonald. His appearance changed to reflect this characteristic in 1985, from a giant purple slob
with a pink mouth and small pupils to a gentle giant with movable eyebrows and eyelids, and a kid-friendlier
smile with a black mouth and a pink tongue. The character was retained after the streamlining of the characters in
the 1980s, and soon details of Grimace's background and family life began to emerge. The character's Uncle
O'Grimacey first appeared in 1978 (see below) and would visit only one month per year, around St. Patrick's Day,
bringing Shamrock Shakes. Additional family were revealed in a McDonaldland VHS tape The Legend of
Grimace Island: Grimace had an unnamed mom, an unnamed dad, a grandma named "Winky", a great-great
grandma named Jenny Grimace, and might have had a brother named "King John Bailey", who was the king of all
Grimaces. In "Grimace's Odyssey", Grimace was portrayed as a ham radio enthusiast who used a homemade
transmitter made from a colander. Grimace was played by Patti Saunders (19711984) and voiced by Frank
Welker in the commercials, Larry Moran in some commercials, and by Kevin Michael Richardson in The Wacky
Adventures of Ronald McDonald.
Mayor McCheese was modeled after a
McDonald's cheeseburger.
Mayor McCheese An enormous cheeseburger who appeared
19711985; he had a burger for a head, and sported a top hat, a
diplomat's sash, and a pair of pince-nez spectacles. He was
portrayed as a giggly, bumbling, and somewhat incompetent mayor
who was based on H.R. Pufnstuf. Though the character was dropped
during the streamlining of the characters in the mid-1980s, he did
appear in a 1999 The Wacky World of Ronald McDonald VHS
episode entitled "Have Time, Will Travel" and a non-speaking
cameo in "The Monster O' McDonaldland Loch". Mayor McCheese
was voiced by Howard Morris impersonating Ed Wynn in the
commercials and by Bob Joles (also impersonating Ed Wynn) in
The Wacky Adventures of Ronald McDonald.
Birdie the Early Bird The first identifiably female character, introduced in February 1980 to promote the
company's new breakfast items. She was a yellow bird wearing a pink jumpsuit and flight cap and scarf; she soon
gained blinkable blue eyelids, and in later years her legs were orange. In the ads she was frequently portrayed as a
poor flyer and somewhat clumsy in general. Birdie's origin was explained in one old commercial: a giant egg falls
from the night sky into McDonaldland, and Ronald McDonald decided to show the egg love. Birdie was a regular
in The Wacky Adventures of Ronald McDonald, but shown in a different outfit. In "Scared Silly", she believed
that aliens took her birdbath. In "Visitors from Outer Space", Birdie took karate lessons and was as good as her
karate teacher; he referred to her as "Little Bird". Birdie was played by actress Patti Maloney and voiced by Russi
Taylor in the commercials and by Christine Cavanaugh in The Wacky Adventures of Ronald McDonald.
Captain Crook The pirate captain who first appeared in July 1970 (unofficial debut of McDonaldland) and is
similar in appearance to the famed Captain Hook from Disney's 1953 movie Peter Pan. Unlike the Hamburglar,
this villain spent his time trying to steal Filet-O-Fish sandwiches from citizens of McDonaldland while avoiding
being caught by Officer Big Mac. He would often translate for Hamburglar. As part of the nautical theme of the
character, Captain Crook used ships and waterways as means to escape being captured. In the 1970s, he was a
major character with an unseen mouth and a rubber mask. In the 1980s, he was a supporting background character
McDonaldland
90
renamed "The Captain", with an almost Muppet-like look and often seen with a parrot. The character was dropped
during the streamlining of the characters in the mid-1980s. Captain Crook was voiced by Lennie Weinrib.
The Professor A bearded scientist-type character in a lab coat. He was introduced in 1971 and served as
McDonaldland's local inventor and researcher. In the 1970s, he was a minor character who rarely spoke. Around
the 1980s, the Professor was a major character, and he was redesigned to include a lightbulb-topped helmet and a
mustache, with his hair changing from brown to white. Though the character was dropped during the streamlining
of the characters in the mid-1980s, he did appear in McDonald's Treasure Land Adventure where he invented a
rocketship to take Ronald and his friends to Magical Moon and appeared in M.C. Kids. The Professor was voiced
by Howard Morris in the 1970s and by Andre Stojka in the 1980s.
Officer Big Mac climb-in jail playground.
Officer Big Mac Featured in several of the campaign's
commercials throughout the early 1970s and early 1980s. He was
similar to Mayor McCheese in that he had a large Big Mac for a
head, except he was the chief of police and as such he wore a
constable uniform with a disproportionately small custodian helmet
resting atop his head bun. As the main source of law and order in
McDonaldland, Officer Big Mac spent most of his time chasing the
Hamburglar and Captain Crook. The character was dropped during
the streamlining of the characters in the mid-1980s. Officer Big
Mac was voiced by Ted Cassidy.
Fry Kids Used to promote McDonald's french fries. When they
first appeared in 1972, they were called Gobblins and liked to steal
and gobble up the other characters' French fries. Accompanying
them was the "Keep Your Eyes on Your Fries" jingle. Their name
was later changed to the Fry Guys in 1983, then the Fry Kids in
1987, as female characters (the "Fry Girls") were introduced. They
were differently-colored, shaggy, ball-like creatures with long legs
and no arms, almost resembling a pom-pon with legs and eyes. The
characters were retained after the streamlining of the characters in the 1980s and appeared until 1996. In The
Wacky Adventures of Ronald McDonald, the Fry Kids were featured with black noses and visible mouths. The Fry
Kids spoke in sped-up voices in the 1980s commercials, were variously voiced in the 1990s commercials, and
were voiced by Kath Soucie, Paul Greenberg, and Nika Futterman in The Wacky Adventures of Ronald
McDonald.
The Hamburger Patch First appeared in 1973 and was part of the fictional city of McDonaldland where
McDonald's hamburgers "grew" like fruit on plants from the Hamburger Patch. Even though hamburgers in
McDonaldland were anthropomorphized and spoke, they were picked by characters such as Ronald McDonald
and the Hamburglar for consumption. Advertisements featuring the Hamburger Patch were shown as evidence
during the McLibel court case in the United Kingdom. During questioning by defendants, McDonald's Senior
Vice President of Marketing David Green admitted that showing the reality of meat production "would not be
very appetizing".
[citation needed]
The Hamburger Patch were also featured in books and toys used to promote
McDonald's. The characters were dropped during the streamlining of the characters in the mid-1980s.
Trash Cans Talking twin trash cans. They were part of a 1970s McDonald's commercial which involved
having to deposit garbage into them to feed them. They were highlighted singing a song entitled "Don't Forget to
Feed the Waste Baskets".
The Happy Meal Gang A hamburger, fries, and regular-sized soft drink combination that was introduced in
1984. In 1998, They were redesigned with the fries becoming a female removing the nose and adding the bow tie,
They also added the golden arches smile and their original voice actors were replaced by new voice actors like
McDonaldland
91
Jim Cummings took over Bob Arbogast as the hamburger, Tress MacNeille took over Bob Bergen as the fries,
and Bill Farmer took over Hal Smith as the drink. The group was later joined by the McNugget Buddies in 1989
and the Happy Meal Box and the Under 3 Toy in 2004. The Happy Meal Hamburger was voiced by Bob Arbogast
and currently Jim Cummings, the Happy Meal Fries was voiced by Jeff Winkless and later voiced by Bob Bergen
and currently Tress MacNeille, and the Happy Meal Drink was voiced by Hal Smith and currently Bill Farmer.
Uncle O'Grimacey Created in 1977 and first appeared in 1978 for an advertising narrative of McDonald's, both
in celebration of Saint Patrick's Day and to mark the annual appearance of the Shamrock Shake. O'Grimacey was
the Irish uncle of the character Grimace and was a variant of the Grimace-design in that he was green instead of
purple, sported a frock coat covered with several four-leaf clovers, and carried a shillelagh. His design motif was
not unlike that of a stereotypical depiction of the Irish folkloric leprechaun. O'Grimacey resided in his home
country for eleven months of the year and visited his nephew Grimace in March, bringing with him his
"incredibly delicious" shake.
CosMc A temporary character from McDonaldland. CosMc was an alien who wore a large space suit, and he
talked like a surfer dude. He was featured in a series of McDonald's commercials. The first one occurred in the
mid-1980s, wherein he traded some items to Ronald McDonald, Grimace, and the Professor during their picnic.
Though he traded flowers in exchange for the food Ronald brought, he was brought back by Ronald's McMagnet
and asked Ronald if they could share. Following the picnic, CosMc left to inform his people about McDonald's'
food. CosMc even appeared in 1999 when the McDonaldland gang went to the moon. CosMc was featured as a
character in the video game M.C. Kids, where his getaway was located on the moon and helped to locate
Hamburglar when he stole Ronald's bag. CosMc is portrayed by Tommy Vicini and voiced by Frank Welker.
The McNugget Buddies A bunch of regular-sized Chicken McNuggets. They were introduced in 1989. In The
Wacky Adventures of Ronald McDonald, the McNuggets were shown as large McNuggets with chicken beaks,
chicken wings, and cowboy boots. The McNugget Buddies were voiced by Hal Rayle in the commercials and by
Pamela Adlon, Lisa Raggio, and Charlie Adler in "The Wacky Adventures of Ronald McDonald."
Bernice A strange creature that was introduced in 1992. She ate inedible things like the script in the three-part
"Ronald McDonald Makin' Movies" commercial.
Vulture An unnamed vulture that spoke in a monotone voice. He was mostly featured in some multi-part
McDonald's commercials. In "The Search for Grimace's Voice" commercials, he once loaned a feather to Ronald
in order to get Grimace's voice out of a sleeping dragon.
Sundae Ronald's dog. He appeared only in The Wacky Adventures of Ronald McDonald, where he was
animated with puppetry. Sundae often spoke negatively in a monotone (e.g.,"There's nothing like a good song,
and that was nothing like a good song!" or "Do you think we could just have a normal adventure?"). He hated
ticks. He had a conflict with Hamburglar, mostly in "Visitors from Outer Space", when he called Hamburglar
both "Bun-Head" and "Hammy" and was excited when he was going to space for 3,000 years. Sundae showed up
as a normal dog in some 2000s commercials for McDonald's. Sundae was portrayed by Verne Troyer and voiced
by Dee Bradley Baker.
Iam Hungry A short-lived McDonaldland character who was the self-proclaimed "Vice President of
Snacking". He was introduced in 1998 and dropped in 2001. The character was a floating, fast-moving green
fuzzball with orange arms and a monstrous face. He would often appear when Ronald was dining with kids and
would constantly crave food. He would never stop pestering them until he got fed. Iam Hungry was featured in
The Wacky Adventures of Ronald McDonald VHS, titled "Visitors from Outer Space" where he eats the gunk off
of Ronald's rocket. Iam Hungry was voiced by Jeff Lupetin.
Griddler A short-lived McDonaldland character. He was featured in two commercials in 2003 to promote the
McGriddles by stealing them from Ronald and his friends.
Mike the Microphone A one-time character created for the Kid Rhino albums Ronald Makes It Magic and
Ronald McDonald presents Silly Sing Along. He guarded the door and ran things inside the McDonaldland
Magical Radio Station, which Ronald and some kids used for their "Silly Day Broadcast". Mike was voiced by
McDonaldland
92
Larry Moran.
References
[1] Sid & Marty Krofft Television v. McDonald's Corp., 562 F. 2d 1157 (http:/ / scholar. google. com/
scholar_case?case=16740683432222862864& hl=en& as_sdt=2& as_vis=1& oi=scholarr)
[2] Was McDonaldland plagiarized from the old "H. R. Pufnstuf" kids' TV show? (http:/ / www. straightdope. com/ classics/ a990827. html)
[3] Voice Chasers (http:/ / voicechasers. com/ database/ showactor. php?actorid=8980), vocal credits.
McDonald's Monopoly
The McDonald's Monopoly game is a sweepstakes advertising promotion of McDonald's and Hasbro, which uses
the theme of the latter's board game Monopoly. The promotion has been offered in the United States, New Zealand,
Canada, Germany, Hong Kong, United Kingdom, France, Portugal, Spain, the Netherlands, Australia, Singapore,
Austria, Poland, and Switzerland since 1987. Brazil and Argentina were included in 2013. Since 2003, Best Buy has
been involved in the U.S. version, and later in the Canadian version. The promotion has used other names, such as
Monopoly Best Chance Game (20032005, the beginning of Best Buy's involvement), Monopoly: Pick Your
Prize! (2001) and Monopoly/Millionaire Game, a version based on the Who Wants to Be a Millionaire TV show.
History
Like many merchants, McDonald's offered sweepstakes to draw customers into its restaurants. Laws generally forbid
a company from administering its own contests, in order to prevent fraud and to ensure that all prizes are given
away. McDonald's had a relationship with Simon Worldwide Inc., which was responsible for the distribution of the
contest pieces and the awarding of major prizes.
Fraud
In 2000, the US promotion was halted after fraud was uncovered. A subcontracting company called Simon
Marketing (a then-subsidiary of Cyrk), which had been hired by McDonald's to organize and promote the game,
failed to recognize a flaw in its procedures. Chief of security Jerome P. Jacobson
[1]
was able to remove the most
expensive game pieces, which he then passed to associates who would redeem them and share the proceeds. The
associates won almost all of the top prizes between 1995 and 2000, including McDonald's giveaways that did not
have the Monopoly theme. The associates netted over $24 million. While the fraud appeared to have been
perpetrated by only one key employee of the promotion company, and not by the company's management, eight
people were originally arrested, leading to a total of 21 indicted individuals.
[2]
The relationship between McDonald's
and Simon Marketing broke down in a pair of lawsuits over breach of contract, eventually settled out of court, with
McDonald's' claim being thrown out and Simon receiving $16.6 million.
[3]
Due to a constitutional violation, four of
those convicted of the fraud were later released as they were not initially charged with the offense.
[4]
In 1995, St. Jude Children's Hospital in Memphis, Tennessee received an anonymous letter postmarked Dallas,
Texas, containing a $1 million winning game piece. Although game rules prohibited the transfer of prizes,
McDonald's waived the rule and is making the $50,000 annual payments.
[5]
Investigations later indicated that
Jacobson had admitted to sending the winning piece to the hospital.
[6]
McDonald's Monopoly
93
Gameplay
The promotion mimics the game Monopoly. Originally, customers received a set of two tokens with every purchase,
but now tokens come only with certain menu items. Tokens correspond to a property space on the Monopoly board
(with the exception of the Golden Avenue/Arches Avenue "properties", which were added in the 2008 edition). When
combined into color-matched properties, the tokens may be redeemed for money. Historically, the grand prize ($1
million; annuity-only)
[7]
has been the combination of the two most costly properties, Park Place and Boardwalk, but
in a 2006 game the top prize ($5 million, with the traditional $1 million prize for Boardwalk/Park Place) was
awarded for collecting the four railroads. There are also "instant win" tokens the recipient can redeem for
McDonald's food (typically small menu items, such as a free small McFlurry or medium fries) but never for any food
item that has game pieces, money, or other prizes. The 2001 edition was titled "Pick Your Prize!", in which winners
could choose which of three ways they wanted their prize awarded to them (i.e. they could choose if they wanted
their $1 million in cash, gold, or diamonds; etc.).
Coupon pieces
Additionally, in the 2005 edition, certain foods always came with one coupon which could be used at either Best
Buy, Toys R Us, or Foot Locker (including online stores). The value of each coupon was random, with Toys R Us
coupons ranging from $1 to $5; up to $5 in coupons could be used in a single transaction. In 2008, these coupons
were redeemed for up to 25% off any Foot Locker item(s). Since 2009, the promotion has not featured any coupons.
Products with game pieces
In 2013, the following products featured game tokens:
Canada
[]
USA
[]
Big Mac Big Mac
Chicken McNuggets (10 pc. or 20 pc.) Chicken McNuggets (10 pc. or 20 pc.)
Angus Third Pounder Filet-O-Fish
Large French Fries Large French Fries
Medium & Large Hot McCafe Beverages Medium & Large McCafe Beverages (Iced or Blended)
Medium & Large Soft Drink Cups Medium Soft Drink Cups
Minute Maid Premium Orange Juice (Medium/Large/Extra Large)
McMuffin Sandwiches (excluding Sausage McMuffin) McMuffin Sandwiches (Egg/Egg White Delight/Sausage with Egg)
Hashbrowns Hashbrowns
Oatmeal
Premium McWrap
Law requires that game pieces be available upon request without any purchase necessary, and can be requested by
the mailing of a handwritten, self-addressed stamped envelope.
[]
McDonald's Monopoly
94
Rare pieces
Mediterranean Avenue (#431)
Vermont Avenue (#434)
Virginia Avenue (#438)
Tennessee Avenue (#440)
Kentucky Avenue (#442)
Ventnor Avenue (#446)
Pennsylvania Avenue (#450)
Boardwalk(#452)
ShortLine (#456)
[8]
US and Canada
The rare collectible pieces that dictate the odds of winning are as follows:
Property 2013
code
2013
prize
[9]
2012
code
2012 prize 2011
code
2011 prize 2010
code
2010 prize 2009
code
2009 prize 2008
code
2008 prize 2007
code
2007 prize 2006
code
2006 prize 2005
code
2005 prize 2004
code
2004 prize
Mediterranean
Avenue
431 $1,000 925 $50 (Paid in
McDonald's
Gift Cards in
Canada)
321 $50 (Paid
in
McDonald's
Gift Cards
in Canada)
750 $50 (Paid
in
McDonald's
Gift Cards
in Canada)
101 $50 (Paid
in
McDonald's
Gift Cards
in Canada)
251 $100 801 $50 3601 $50 5001 iPod plus
1000
iTunes
downloads
4001 Delphi
Roady2 XM
Satellite
Radio
Vermont
Avenue
434 $5,000 928 $5,000 324 753 104 254 804 3604 5004 4004
Virginia
Avenue
438 $10,000 932 Beaches
Resorts
Vacation
328 757 108 258 808 3608 5008 4008
Tennessee
Avenue
440 EA Sports
Super
Bowl
XLVIII
trip for 2
934 $10,000 330 Beaches
Resorts
Vacation
759 $1,000 110 $5,000 260 $5,000 810 $5,000 3610 $1,500 5010 JVC
electronics
package
4010 Cingular
Wireless
Service/Sony
Ericsson
Phone
Kentucky
Avenue
442 Any Delta
Airlines
Destination
for 2
936 Any Delta
Airlines
Destination
for 2
332 $50,000 761 Beaches
Resorts
Vacation
112 $10,000 262 $10,000 812 $10,000 3612 $5,000 5012 100
million
Best Buy
Reward
Zone
points
4012 Gary Fischer
Performance
Bike &
Garmin GPS
System
Ventnor
Avenue
446 $20,000 940 $20,000 336 $100,000 765 $25,000 116 $25,000 266 $25,000 816 $25,000 3616 $10,000 5016 Trip to the
Glory
Road
movie
premiere
4016 Canon Elura
70
Camcorder
& Compact
Photo
Printer
Pennsylvania
Avenue
450 2014 Fiat
500L
944 2013 Fiat 500
Sport
Hatchback
340 2012
Nissan
Leaf or
2012
Nissan
370z
769 $50,000 120 $50,000 270 $50,000 820 $50,000 3620 $50,000 5020 JVC and
LG
"electronic
makeover"
4020 Toshiba HD
LCD TV &
Home
Theater
System
McDonald's Monopoly
95
Boardwalk 452 $1,000,000
(annuity)
946 $1,000,000
(annuity)
342 $1,000,000
(annuity)
771 $1,000,000
(annuity)
122 $1,000,000
(annuity)
274 $1,000,000
(annuity)
822 $1,000,000
(annuity)
3622 $1,000,000
(annuity)
5022 $1,000,000
(annuity)
4022 $1,000,000
(annuity)
Short Line 456 Shell Fuel
for 1 Year
950 EA SPORTS
Fan Trip
Championship
Get-A-Way
346 EA
SPORTS
Trip
775 EA
SPORTS
Trip
126 $500 278 $500 826 $5,000,000
(annuity)
3626 5026 Dodge
Viper
4026 OARS
Whitewater
Adventure
Trip
Golden
Avenue**
271 $100,000
Note that the rare piece is alphabetically the last property in each group, except for Boardwalk. In 2013, McDonald's
allowed two Boardwalk pieces to be produced, normally there has been one.
[*] Until 2007, Mediterranean and Baltic avenues were dark purple properties on the traditional Monopoly board; the
color changed to brown in 2008.
[**] McDonald's added Golden Avenue and Arches Avenue for 2008 only; the prize for obtaining both was
$100,000.
Germany
The German version of the rare piece list is as follows:
Property 2009 code 2009 prize 2009 number awarded
Jackpot ??? 1 each of the below + 1 each of the instant win prizes. 1x 0 property 1 instant
Turmstrae 902 Monopoly Game set. 1000x 340 property 660 instant
Elisenstrae & Poststrae 904 & 905 1,000 Prepaid Visa Card 1000x 950 property 50 instant
Hafenstrae 907 LG Netbook 500x 170 property 330 instant
Wiener Strae & Berliner Strae 910 & 911 Audi A3 Cabriolet 100x 90 property 10 instant
Museumstrae 913 Nintendo Wii with Avatar the game 777x 259 property 518 instant
Schillerstrae 916 MSC cruise for two 5x 2 property 3 instant
Hauptstrae 919 ETI dream vacation to Egypt 100x 34 property 66 instant
Parkstrae 921
Hercules Mountain Bike
[10]
100x 34 property 66 instant
Sdbahnhof & Westbahnhof 932 & 924 100,000 from Visa 10x 10 property 0 instant
In addition to the property pieces, there are also Instant Win pieces for a Samsung MP3 player, a LG Touchscreen
cellphone, 150 gift certificates to S.Oliver, a JBL iPod dock, a Funai Flatscreen television, Nikon digital camera,
Noxon internet radio, and SnowTrex one-week ski vacation for two.
Online games
In 2005, McDonald's introduced an online counterpart to its traditional game. In addition to the traditional "sticker"
game, participants can play online. Each game piece lists a code which can be entered online, to a maximum of 10
entries per 24 hours. Each code entered grants the user one roll on a virtual Monopoly game board, identical to the
board game's board. Rolling "doubles" (two dice sharing the same number), as with the real board game, allows the
user to move again.
Landing on Electric Company, Income Tax, Jail/Just Visiting, Go to Jail, Water Works, or Luxury Tax does not
count towards any prize. If a player lands on an unowned property (not landed upon by the player in a previous turn),
the user will "collect" that property. When all properties of a colored set are collected, the user wins a prize, with
prize values similar to those of the sticker game. In addition to collecting property sets, users can also win by landing
on certain "instant win" spaces, including Go, Chance, Community Chest, and Free Parking. Landing on Go (but not
McDonald's Monopoly
96
simply passing it) gives the player a code worth one free hour of WiFi access at participating McDonald's
restaurants. Landing on Chance is worth money to spend at Foot Locker. Landing on Community Chest allows the
user to be given a code worth 25 My Coke Rewards points. Landing on Free Parking is a prize of a $50 refillable gas
card from Shell, or alternatively 25 complimentary apple pies.
In 2007, landing on Community Chest won game downloads.
[11]
In 2009, the prizes became two hours of WiFi and a $25 Arch Card for landing on Go, an entry into an online roll for
$1,000,000 (annuity) for landing on Chance, 25 My Coke Rewards points for landing on Community Chest, and a
$50 refillable Shell gift card for landing on Free Parking.
The values of the dice are not random. As stated in the contest rules, one property in each set is "rare," similar to the
sticker game. These rare properties are landed on only when the game server "seeds" a winning roll. Winning rolls
are seeded at specific times on specific dates, and the first user to roll the dice once a win has been seeded will land
on a winning piece. This allows McDonald's to declare the odds of winning certain prizes, a legal requirement for
contests in most jurisdictions.
In 2010, the online game was changed, removing the dice and the game board, presenting only 3 Chance cards from
which to pick. One has a prize, starting at 30 My Coke Rewards points, but may be (non-randomly) seeded with a
higher-valued prize. Player chooses one card, is asked if that is the choice the player wants to make, and the card is
flipped. If it is the pre-selected winning card, player wins the pre-selected prize. Odds of winning: Based on time you
enter code not the card you choose.
In 2011, the game was changed again the mascot, Rich Uncle Pennybags (aka "Mr. Monopoly"), is shown
attempting to throw a Chance card into a top hat. If the card lands in the hat, the player can claim a prize. Players
must choose a "throwing style", which only changes the animations used it does nothing to affect one's odds of
winning.
In 2012, the game was changed once more. Players must click on "Spin" first, and if it landed on "GO!", the player
wins the online prize shown. Similarly as of 2013 players must click on "Play", and if it results in a win, the online
prize is shown onscreen; regardless of the outcome, the participant receives an entry to win a 2013 Fiat 500 Cabrio.
Restrictions
While the giveaway is essentially identical in each country where it is available, game pieces collected in one
country cannot be used in another country.
[citation needed]
For all versions of the online game, players are restricted to a set number of online entries per day.
[]
In the UK, this is
restricted to 24 entries. In the US, Canada, Guam, Puerto Rico, and Saipan, it is limited to 10.
Note that the official rules state: "The purchase, sale, trading, or barter of Game Pieces, Game Stamps, FREE Codes
or Game Codes via Online or live auctions, or any other methods, does not constitute Legitimate Channels and is
expressly prohibited."
[]
This includes eBay as it is a violation of their lottery policy.
McDonald's Monopoly
97
Notes
[1] FBI arrests 8 in fraud scheme targeting McDonald's game (http:/ / archives. cnn. com/ 2001/ LAW/ 08/ 21/ monopoly. arrests/ index. html),
CNN, 21 August 2001.
[2] Associated Press. Twenty-one indicted in McDonald's scam (http:/ / www. sptimes. com/ News/ 091101/ Worldandnation/
Twenty_one_indicted_i. shtml), St. Petersburg Times, 11 September 2001.
[3] McDonald's to Pay Simon $16.6 Million Settlement (http:/ / query. nytimes. com/ gst/ fullpage.
html?res=9D04E3DC1E30F933A1575BC0A9659C8B63& n=Top/ Reference/ Times Topics/ Subjects/ F/ Frauds and Swindling)
[4] USA Today (http:/ / www. usatoday. com/ news/ nation/ 2004-07-20-mcdonalds-scam_x. htm)
[5] Donor Turns Fast Food Into Big Bucks For Hospital (http:/ / query. nytimes. com/ gst/ fullpage.
html?res=9806E6DD1F39F93BA35751C1A963958260), The New York Times.
[6] St. Judes' Mystery Million Came From Embezzler (http:/ / transcripts. cnn. com/ TRANSCRIPTS/ 0109/ 10/ lt. 12. html), CNN transcript, 11
September 2001.
[7] The prize is only payable in $50,000 per year installments. The total value of the prize is not UNIQ-math-0-ea88f5290135b597-QINU
because each successive installment is further diminished by the factor of annual inflation. The actual prize is hundreds of thousands of dollars
less. The value of the n
th
installment is: UNIQ-math-1-ea88f5290135b597-QINU . Thus, the total value of the prize discounted by a 2%
inflation rate (I=0.02) is the geometric sum: UNIQ-math-2-ea88f5290135b597-QINU Such would be the present value of the annuity-due.
Alternately, if McDonalds were to withhold the beginning of payments for a year, the annuity-immediate is $817,571.67.
[8] http:/ / contests.about.com/ b/ 2013/ 07/ 17/ rare-mcdonalds-monopoly-game-pieces-for-2012. htm
[9] http:/ / mcd-monopoly. plcontent. com/ monopoly-pl1170/ Content/ other/ McDonalds_Monopoly_2013_GAMEBOARD. pdf
[10] http:/ / www.hercules-bikes. de/
References
External links
Official American McDonald's Monopoly site (http:/ / www. playatmcd. com/ )
Official Canadian McDonald's Monopoly site (English) (http:/ / www. playatmcd. ca/ )
Official Canadian McDonald's Monopoly site (French) (http:/ / www. jouezmcdo. ca/ )
Official British McDonald's Monopoly site (http:/ / monopoly.mcdonalds. co. uk/ )
Official Hong Kong McDonald's Monopoly site (Chinese) (http:/ / www. mcdonalds. com. hk/ chinese/ campaign/
monopoly/ )
Official Hong Kong McDonald's Monopoly site (English) (http:/ / www. mcdonalds. com. hk/ english/ campaign/
monopoly/ )
Official Italian McDonald's Monopoly site (http:/ / monopoly. mcdonalds. it/ )
Official Singapore McDonald's Monopoly site (http:/ / www. mcdwin. com/ )
Official Brazilian McDonald's Monopoly site (http:/ / www. joguenomcd. com. br/ )
Details and rare ticket information for the UK 2011 competition (http:/ / www. mcdonalds-monopoly. co. uk)
McDonald's Monopoly Blog for US 2012 competition (http:/ / mickydees. blogspot. com)
Convictions erased for four men in McDonald's scam (http:/ / www. usatoday. com/ news/ nation/
2004-07-20-mcdonalds-scam_x. htm)
McDonald's Monopoly 2013 Information (http:/ / www. mcdonaldsmonopoly. info)
Ronald McDonald
98
Ronald McDonald
Ronald McDonald
A Ronald McDonald statue in Thailand, 2005, greeting guests with the traditional Thai "wai" gesture
First appearance 1963
Created by Willard Scott
Portrayed by Willard Scott
Bev Bergeron
Viv Weekes
George Voorhis
Bob Brandon
King Moody
Squire Fridell
Jack Deopke
Joe Maggard
Brad Lennon
and Bob Stephenson (Logorama only)
Information
Gender Male
Occupation Clown mascot for the McDonald's fast food chain
Ronald McDonald is a clown character used as the primary mascot of the McDonald's fast-food restaurant chain. In
television commercials, the clown inhabits a fantasy world called McDonaldland, and has adventures with his friends
Mayor McCheese, the Hamburglar, Grimace, Birdie the Early Bird, and The Fry Kids. In recent years,
McDonaldland has been largely phased out, and Ronald is instead shown interacting with normal kids in their
everyday lives.
Many people work full-time making appearances in the Ronald McDonald costume, visiting children in hospitals,
and attending regular events. There are also Ronald McDonald Houses, where parents can stay overnight when
visiting sick children in nearby chronic care facilities. Since August 2003, McDonald has been officially styled as the
"Chief Happiness Officer" of the McDonald's Corporation.
[citation needed]
Ronald McDonald
99
History
Willard Scott
The origin of Ronald McDonald involves Willard Scott (at the time, a local radio personality who also played Bozo
the Clown on WRC-TV in Washington, D.C. from 1959 until 1962), who performed using the moniker "Ronald
McDonald, the Hamburger-Happy Clown" in 1963 on three separate television spots. These were the first three
television ads featuring the character.
[]
Scott, who went on to become NBC-TV's Today Show weatherman, claims to have "created Ronald McDonald"
according to the following excerpt from his book Joy of Living:
At the time, Bozo was the hottest children's show on the air. You could probably have sent Pluto the Dog or
Dumbo the Elephant over and it would have been equally as successful. But I was there, and I was Bozo...
There was something about the combination of hamburgers and Bozo that was irresistible to kids... That's why
when Bozo went off the air a few years later, the local McDonald's people asked me to come up with a new
character to take Bozo's place. So, I sat down and created Ronald McDonald.
[]
McDonald's version
Ronald McDonald with musician Enrique
Iglesias, 1999
The original Ronald
McDonald as pictured on
the United States trademark
application filed in 1967
McDonald's does not mention Voorhis or claim that Willard Scott
created Ronald in their statement:
"The smile known around the world," Ronald McDonald
is second only to Santa Claus in terms of recognition.
(According to one survey, 96% of all school kids in the
United States of America recognize Ronald
(stunning-stuff.com)). In his first TV appearance in 1963,
the clown was portrayed by Willard Scott.
On March 28, 2000, Henry Gonzalez, McDonald's Northeast Division
President, thanked Scott for creating Ronald McDonald, during a taped
tribute to Scott on the Today Show.
In 1965, Roy Burgold assigned Aye Jaye as Boss Clown worldwide in
charge of hiring, writing, creating shows, media handling, training, and
major events such as The White House appearances, Macy Days, etc.,
and finally opening Ronald worldwide for 35years. Aye Jaye was
responsible for the hiring of hundreds of past field Ronalds.
Circus performer Coco the Clown (real name Michael Polakovs) was
hired in 1966 to revamp Ronald's image, and it was he who created the
now familiar costume and make-up.
[]
In 2010, the Corporate Accountability International in Boston,
Massachusetts suggested Ronald McDonald should retire due to
childhood obesity,
[1]
however McDonald's CEO Jim Skinner said there are no plans to retire Ronald McDonald.
[2]
In April 2011, McDonald's announced that Ronald McDonald will re-appear in their commercials.
[3]
However, Ace
Metrix says Ronald McDonald ads are no longer effective. On May 18, 2011, Corporate Accountability International
renewed their call to retire Ronald McDonald, by running ads in major newspapers and launching several web pages
dedicated to the retirement of the character.
[4]
However McDonald's CEO Jim Skinner defended Ronald McDonald
by saying that he is an ambassador for good and "it's all about choice". Shortly after McDonald's Website News
Statements announced that Ronald McDonald is here to stay.
[5]
Ronald McDonald
100
Actors
At any given time, there are dozens to hundreds of actors retained by McDonald's to appear as Ronald McDonald in
restaurants and events. It is assumed, however, that the company uses only one actor at a time to play the character in
national television commercials. Following is a list of such primary Ronald actors.
Willard Scott (Washington, D.C. 19631965)
Bev Bergeron (Southern California, 19661968)
George Voorhis (Southern California, 19681988)
Ray Rayner (19681969)
King Moody (19751984)
Squire Fridell (19841991)
Jack Doepke (19901995)
Joe Maggard (19952007)
Brad Lennon (2007present)
[6]
Various forms of the name "Ronald McDonald" as well as costume clown face persona, etc. are registered
trademarks of McDonald's. McDonald's trains performers to portray Ronald using identical mannerisms and
costume, to contribute to the illusion that they are one character.
McDonald's marketing designers and stylists changed elements of the Ronald McDonald character, persona, style,
costume and clown face when they adopted the clown as a trademark.
Licensed works
Charlton Comics obtained the license to publish four issues of a Ronald comic sold on newsstands in 19701971.
[7]
Also, over the years several giveaway comics have been produced starring the character.
[8]
Ronald (with Grimace) appears in the 1984 Little Golden Book Ronald McDonald And The Tale of the Talking
Plant, written by John Albano and drawn by John Costanza.
[9]
He appears for a few seconds in Mac and Me, during a birthday scene set at a McDonalds.
Animated video series
The Wacky Adventures of Ronald McDonald was a series of retail animated direct-to-video features produced by
the ka-chew! division of Klasky-Csupo for the McDonald's fast-food restaurant chain. A total of six forty-minute
tapes were produced, released at various times between 1998 and 2003.
Ronald McDonald is also the subject of a video game developed by Sega, and released in Japan in 1994.
[10]
International localization
Ronald McDonald
101
Ronald McDonald at a military base in Southwest
Asia.
A Thailand version of Ronald McDonald,
performing the Thai "wai" gesture of greeting.
In Thailand, Ronald McDonald greets people in the traditional Thai
"wai" greeting gesture of both hands pressed together. The Thai
version of the company mascot was created in 2002 by the local Thai
franchise, McThai, as part of a "McThai in the Thai Spirit" campaign.
The figure has also been exported to India and other countries where a
similar gesture is used.
[11]
In Japan, Ronald McDonald is called
Donald McDonald due to a lack of a clear "r" sound in Japanese.
[12]
A
pair of McDonald's advertisements for the Tomato McGrand in Japan
feature either a "sexy" male and female, both dressed in modern
clothing with the Ronald McDonald color scheme.
[citation needed]
References
[1] http:/ / wbztv. com/ local/ ronald. mcdonald.retirement.2. 1605159. html
[7] Ronald McDonald Vol. 2, No. 3 (http:/ / www. oddballcomics. com/ article.
php?story=2009-07-20& query=ronald+ mcdonald)
[8] Ronald McDonald and the Fries Farmers (http:/ / www. theimaginaryworld. com/
foot21.jpg)
[9] JOHN ALBANO: JONAH HEX and RONALD McDONALD! (http:/ / comics.
gearlive.com/ comix411/ article/ q308-john-albano-jonah-hex-and-ronald-mcdonald/
)
[10] Ronald McDonald in Magical World (http:/ / www.gamefaqs. com/ portable/
gamegear/ home/ 570340.html) gamefaqs.com September 20, 2009
[11] Rungfapaisarn, Kwanchai. "Ronald's 'wai' to hit the States." The Nation (Thailand),
September 18, 2002
[12] "Ronald and Donald McDonald keep their cultural identities". Seattle
Post-Intelligencer, December 17, 1996
Further reading
Schlosser, E. (2006) Chew on this: everything you dont want to
know about fast food. Boston, MA: Houghton Mifflin Co.
External links
Ronald.com the official website (http:/ / www. ronald. com)
102
Products
Big Mac
McDonald's Big Mac
McDonald's Big Mac
Nutritional value per serving
Serving size 1 sandwich 7.6 oz (215 g)
Energy 550kcal (2,300kJ)
Carbohydrates 46 g (15%)
- Sugars 9 g
- Dietary fiber 3 g (13%)
Fat 29 g (47%)
- saturated 10 g (52%)
- trans 1 g
Protein 25 g
Vitamin A 230 IU
Vitamin C 1 mg (1%)
Calcium 270 mg (27%)
Iron 4.5 mg (35%)
Sodium 970 mg (65%)
Salt equivalent 2,425 mg
Energy from fat 260kcal (1,100kJ)
Cholesterol 75mg (25%)
Ingredients See text
Values may be different outside US market.
Percentages are roughly approximated
using US recommendations for adults.
Source: McDonald's USA Product Nutrition
[1]
Big Mac
103
The Big Mac (introduced in metro Pittsburgh in 1967 and nationwide in 1968) is a hamburger sold by McDonald's,
an international fast food restaurant chain. It is one of the company's signature products. It consists of two 1.6oz
(45.4 g) 100 per cent beef patties, American cheese, "special sauce" (a sort of Thousand Island dressing), iceberg
lettuce, pickles, and onions, served in a three-part sesame seed bun.
[2]
History
The Big Mac was created by Jim Delligatti, one of Ray Kroc's earliest franchisees, who was operating several
restaurants in the Pittsburgh area. The Big Mac was invented in the kitchen of Delligatti's first McDonald's franchise
which was located on McKnight Road in north suburban Ross Township.
[3]
The Big Mac had 2 previous names,
both of which failed in the marketplace. The first name was "Aristocrat", which consumers found difficult to
pronounce and understand. The second name was "Blue Ribbon Burger", but that failed to catch on with any
meaningful sales either. The third name was the name "Big Mac", which was created by Esther Glickstein Rose, a
21-year-old Advertising Secretary who worked at McDonalds Corporate Headquarters in Oak Brook, Illinois.
[]
The
Big Mac first debuted at Delligatti's south-east suburban Uniontown, Pennsylvania restaurant in 1967 at a selling
price of 45 cents.
[]
It was designed to compete with the similar Big Boy sandwich. The sandwich was so popular that
it was added to the menu of all U.S. restaurants in 1968.
[]
One of its most distinctive features is a middle slice of
bread ("club" layer) used to stabilize contents and prevent spillage
[citation needed]
.
The Big Mac is known worldwide and is often used as a symbol of American capitalism. The Economist has used it
as a reference point for comparing the cost of living in different countries the Big Mac Index as it is so widely
available and is comparable across markets. This index is sometimes referred to as Burgernomics.
[4]
Special sauce
The name was popularized by a 1974 advertising campaign featuring a list of the ingredients in a Big Mac: "Two
all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun."
Big Mac Sauce is delivered to McDonald's restaurants in sealed canisters designed by Sealright, from which it is
meant to be directly dispensed using a special calibrated "sauce gun" that dispenses a specified amount of the sauce
for each pull of the trigger.
[]
Its design is similar to a caulking gun.
In 2012, McDonald's admitted that the special sauce ingredients were "not really a secret" because the recipe had
been available online "for years".
[5]
It consists of store-bought mayonnaise, sweet pickle relish and yellow mustard
whisked together with vinegar, garlic powder, onion powder and paprika.
[5]
Advertising
Big Mac box packaging
The earliest instances of McDonald's utilizing advertising for the
sandwich were mainly print ads, and a TV ad where Hoyt Axton sings
"The Ballad Of Big Mac" which aired in 1969.
Two all-beef patties slogan
The Two all-beef patties, special sauce, lettuce, cheese, pickles, onions
on a sesame seed bun concept for the jingle was created by Charles
Rosenberg, Creative Supervisor of the Dan Nichols team at Needham,
Harper and Steers, Chicago. Originally, the ingredients appeared as a
one-word heading for a McDonald's ad developed for college
Big Mac
104
newspapers. The words were then set to music created by Mark Vieha, who performed the original jingle.
Rosenberg's advertising concept was to purposely turn the ingredients into a tongue twister. The jingle first appeared
in a TV commercial titled "In a Word" developed by Dan and the advertising agency team. The first run of
commercials ran only a year and a half, going off the air in 1976, but its popularity remained beyond its TV life.
Subsequent to the jingle, McDonald's followed up with a promotion based on its customers spontaneously having a
"Big Mac Attack".
Many franchises in the United States ran promotions during the original campaign that awarded a free burger to
customers who could recite the slogan within a specified time (usually two or three seconds). One example of its
success, was that the McDonald's operators in New York City ran out of Big Mac buns.
[citation needed]
McDonald's
Australia emulated this promotion in the mid-1980s, and some Brazilian McDonald's around the same time (only
offering a free glass of Coca-Cola instead), in the Portuguese version, which goes as "Dois hambrgueres, alface,
queijo, molho especial, cebola e picles num po com gergelim".
The slogan soon led to a shaggy dog joke that had as its punchline "two obese Patties, Special Ross, Lester Cheese,
picking bunions on a Sesame Street bus".
[6]
In 2003, McDonald's revived the phrase. In an English-language ad from McDonald's international "i'm lovin' it"
campaign, a rapper rapidly spouts off the trademark in the background music. Also in 2003, American Greetings and
Carlton Cards released a Christmas ornament of a Big Mac, on which the slogan was both printed and played aloud
by pulling on a string. Roy Bergold, National Advertising Manager at McDonald's, has a big hand in championing
the original campaign and helping to bring it back.
In 2008, the phrase was revived by McDonald's Malaysia. The revival includes the original prize of a free Big Mac if
the customer is able to recite the phrase in under four seconds. This was released in May, along with the promotional
Mega Mac, which has four beef patties rather than the standard two.
[]
1980s advertising
In the early 1980s, as a promotional, McDonalds staged an in-house rivalry between their two most popular
products. Consumers were invited to decide "Which one will be number one? Chicken McNuggets or Big Mac
sandwiches?". For every one of either that a customer bought, they received another of the same at half price. Later
in the ad campaign, the second was offered for free. It was eventually announced that Big Mac was "number one".
20042005 advertising
In 2005, McDonald's began offering product placement rewards to hip hop artists who namechecked the Big Mac in
their music, giving US$5 to the artist for every time a song mentioning the hamburger was played on the radio.
[7]
This offer quickly spawned a satirical reference from hip hop artist Mad Skillz, who references the marketing ploy in
his track "2005 Wrap Up" by stating "And I'm beefin' wit' Mickey D's man, y'all dead wrong, Talkin' 'bout payin'
rappers to mention Big Macs in their song, We do rap from the heart, y'all better have some respect, Alright, Big
Mac! Big Mac! Big Mac! Now where's my check?"
Big Mac
105
Variants
A Mega Mac burger with a large
Coke and fries in Malaysia
The Mega Mac or Double Big Mac four 1.6oz (45.4 g) beef patties and an
extra slice of cheese. Available in Australia, China, Egypt, Ireland, Japan,
Turkey, Singapore, Pakistan, South Korea, and Thailand (known as the
Double Big Mac).
[]
Discontinued in New Zealand; limited availability in the
United States, though commonly available in Canada (marketed as a Double
Big Mac). Mega Mac burgers are available during promotional periods in
Malaysia.
Big Big Mac a Quarter Pounder-like product sold in Europe (Finland,
Belgium, Spain, Portugal, and Italy).
[8]
The McKinley-Mac made with two quarter pound patties. Named after
Mount McKinley in Alaska, and sold only in that state.
[9][10]
Also known as
the Bigger Big Mac as a limited-time offer product to celebrate the 2006 FIFA
World Cup.
In India, where the high Hindu population means that beef is not common, the
Big Mac was renamed the Maharaja Mac and was originally made with lamb instead of beef; however, along with
the company's other items it is now made from chicken.
[11][12]
The Chicken Big Mac is a Big Mac with two breaded chicken patties sold in Pakistan.
[13]
McDonaldland character
In addition to the McDonald's signature hamburger, Big Mac was the name of a character, Officer Big Mac, in
McDonaldland, the fictional world created as an advertising campaign for McDonald's. Officer Big Mac was similar
to Mayor McCheese, except he was the chief of police, wearing a constable uniform and sporting a large Big Mac
for a head.
Museum
On August 22, 2007, McDonalds opened the Big Mac Museum in North Huntingdon, Pennsylvania to celebrate the
Big Macs 40th anniversary. The museum features the world's largest Big Mac statue (measuring 14 feet high and 12
feet wide), and has hundreds of historic artifacts and exhibits that celebrate the Big Mac.
[14][15]
The decision to place the museum in North Huntingdon was to the disappointment of some Uniontown,
Pennsylvania residents. According to a McDonalds spokesperson, the decision was based on logistics and access,
but it still did not sit well with some residents and an article was published in Uniontowns local newspaper, The
Herald-Standard.
[16]
Health issues
In 1999 in the United Kingdom, three Court of Appeal judges ruled that a diet consisting of high-fat McDonald's
products may lead to heart disease.
[17]
Fat and other contents according to geographical location
The Big Mac is a geographically localized product. In the United States, the Big Mac has 550 kcal (2,300 kJ),
29grams of fat and 25grams of protein. In Australia, the burger is slightly smaller with 493 kcal (2,060 kJ) and
26.9grams of fat, but similar amounts of protein with 25.2grams,
[]
while the Japanese burger tops out the scales at
557 kcal and 30.5 grams of fat. Several Mcdonald's subsidiaries adapt the standard features of the Big Mac (from the
USA) to regional requirements.
[18]
Big Mac
106
Comparisons of the Big Mac standard nutritional values in different countries - Sodium
values converted to their salt equivalents, rounded and in bold
Country Energy
kcal
Carbohydrates
g
Protein
g
Fat (total)
g
Dietary fiber
g
Salt equivalent
mg
Serving
size
(weight)
g
Reference
Argentina
485 40 24 26 3.3 2005
.ar
[19]
Australia 493 35.3 25.2 26.9 2148 201
.au
[20]
Austria
495 40 27 25 3 2300 219
.at
[21]
Belgium
495 40 27 25 2300
.be
[22]
Bosnia and
Herzegovina
510 41 27 26 3 2200
.ba
[23]
Brazil
491 40 26 26 3.8 2033
.br
[24]
Canada 540 44 24 29 3 2550 209
.ca
[25]
Chile
478 40 26 24 4 2133
.cl
[26]
Croatia 510 41 27 26 3 2200
.hr
[27]
Czech Republic
510 41 27 26 2200
.cz
[28]
Denmark
510 41 27 261 3 2200
.info
[29]
Egypt
522 28.235 25.911
.eg
[30]
Finland 510 41 27 26
.fi
[31]
France
510 41 27 26 3 2200
.info
[32]
Germany 510 41 27 26 3 2200 221
.de
[33]
Greece
495 40 27 25 3 2300 221
.gr
[34]
Hong Kong
497 43.1 26.4 24.2 2003
.hk
[35]
Hungary 510 41 27 26 3 2200
.info
[36]
Ireland 490 41 28 24 4 2100
.ie
[37]
Italy
510 41 27 26 3 2200
.info
[38]
Japan
557 45.2 25.5 30.5 2800
.jp
[39]
Malaysia 484 46 26 23 1825 209
.my
[40]
Mexico 486 45 22 26 3 2228
.mx
[41]
Netherlands
510 41 27 26 3 2200
.info
[42]
New Zealand 494 36.8 26.4 25.9 2415 202
.nz
[43]
Norway
510 41 27 26 3 2200
.no
[44]
Poland
510 41 27 26 3 2200
.info
[45]
Big Mac
107
Romania
510 41 27 26 3 2200
.info
[46]
Russia
495 40 27 25 3 2300
.info
[47]
Serbia
493 40 27 25 3 2300
.rs
[48]
South Africa
496 39 24.3 26.4 3.2 2433
.za
[49]
South Korea
510 26 2533 213
.kr
[50]
Sweden
505 42 26 26 3 2300 219
.se
[51]
Switzerland
510 41 27 26 3 2200
.info
[52]
Turkey
480 43 28 22 2100
.tr
[53]
United Kingdom 490 41 28 24 4 2100
.uk
[54]
United States 550 46 25 29 3 2426 215
.us
[1]
References
[1] http:/ / www. mcdonalds. com/ us/ en/ food/ product_nutrition. sandwiches. 255. Big-Mac. html
[2] http:/ / nutrition. mcdonalds.com/ getnutrition/ ingredientslist. pdf
[3] Link text (http:/ / news. google. com/ newspapers?nid=1129& dat=19930504& id=z6kkAAAAIBAJ& sjid=0G4DAAAAIBAJ&
pg=5788,2805664), additional text.
[5] How to make a Big Mac at home: McDonald's top chef explains the secret | Mail Online (http:/ / www. dailymail. co. uk/ news/
article-2171302/ How-make-Big-Mac-home-McDonalds-chef-explains-secret. html)
[8] The advertising (http:/ / adsoftheworld.com/ media/ print/ mcdonalds_new_big_big_mac?size=_original)
[13] McDonald's Pakistan (http:/ / www.mcdonalds. com.pk/ eshop/ eshop_items/ view/ extra-value-meals/ 72/ 31) Retrieved 2012-09-04
[14] "McDonald's Celebrates 40 Years Serving 'Twoallbeefpattiesspecialsaucelettucecheesepicklesonionsonasesameseedbun'" (http:/ / www.
prnewswire. com/ news-releases/
mcdonaldsr-celebrates-40-years-serving-twoallbeefpattiesspecialsaucelettucecheesepicklesonionsonasesameseedbunr-58510247. html) PR
Newswire. August 22, 2007
[15] Big Mac turns 40 (http:/ / projects. ajc.com/ gallery/ view/ living/ food/ bigmac0824/ ) The Atlanta Journal-Constitution. Retrieved
November 12, 2012
[16] Owens, Al (September 2007). "The Mystery of the Curry Burger!" (http:/ / thinkwebworks. com/ ao/ History. asp?ID=18) republished from
Herald-Standard (Uniontown). September 15, 2007
[18] http:/ / www.balancek.com/ food/ 30874
[19] http:/ / mcdonalds. com. ar/ sub-secciones/ nutricion/ include/ tabla/ tabla_nutrimental_choices. pdf
[20] http:/ / mcdonalds. com. au/ sites/ mcdonalds.com.au/ files/ images/ Core-Menu-AUST-Menu-Info-24-April-2013. pdf
[21] http:/ / www.mcdonalds. at/ downloads/ quality/ NW_Tabelle. pdf
[22] http:/ / www.mcdonalds. be/ nl/ producten/ sandwiches/ big-mactm
[23] http:/ / www.mcdonalds-bh. ba/ big-mac
[24] http:/ / www.mcdonalds. com.br/ sub-secciones/ nutricion/ include/ tabla/ 09_restaurante. pdf
[25] http:/ / www.mcdonalds. ca/ ca/ en/ menu/ full_menu/ sandwiches/ big_mac. html
[26] http:/ / www.mcdonalds. cl/ sub-secciones/ nutricion/ include/ tabla/ tabla_nutricional. pdf
[27] http:/ / www.mcdonalds. hr/ ponuda/ big-mac/ #
[28] http:/ / www.mcdonalds. cz/ cs/ produkty/ sendvice/ big-mac. shtml
[29] http:/ / www.mcdonaldsmenu. info/ nutrition/ home.jsp?loc=da& lang=da
[30] http:/ / www.mcdonaldsegypt. com/ en/ page/ page/ 270
[31] http:/ / www.mcdonalds. fi/ fi/ ruoka/ laatu/ ravintoarvolaskuri. html
[32] http:/ / www.mcdonaldsmenu. info/ nutrition/ home.jsp?loc=fr& lang=fr
[33] http:/ / www.mcdonalds. de/ produkte/ produkt-profil?productName=big_mac
[34] http:/ / www.mcdonalds. gr/ big-mac/
[35] http:/ / mcdonalds. com. hk/ english/ food/ evm. htm
[36] http:/ / www.mcdonaldsmenu. info/ nutrition/ home.jsp?loc=hu& lang=hu
[37] http:/ / www.mcdonalds. ie/ content/ dam/ ireland/ docs/ nutrition. pdf
[38] http:/ / www.mcdonaldsmenu. info/ nutrition/ home.jsp?loc=it& lang=it
Big Mac
108
[39] http:/ / www.mcdonalds. co. jp/ quality/ basic_information/ menu_info. php?mid=1210
[40] http:/ / www.mcdonalds. com.my/ ourfood/ nutritions. asp
[41] http:/ / www.mcdonalds. com.mx/ sub-secciones/ nutricion/ include/ tabla/ tabla_nutrimental_choices. pdf
[42] http:/ / www.mcdonaldsmenu. info/ nutrition/ home.jsp?loc=ne& lang=ne
[43] http:/ / mcdonalds. co. nz/ sites/ mcdonalds. co. nz/ files/ images/ Nutrition-information-NZ-24-April-2013. pdf
[44] http:/ / www.mcdonalds. no/ no/ menu/ menu-detail. no. no. 200018. html
[45] http:/ / www.mcdonaldsmenu. info/ nutrition/ home.jsp?loc=pl& lang=pl
[46] http:/ / www.mcdonaldsmenu. info/ nutrition/ home.jsp?loc=ro& lang=ro
[47] http:/ / www.mcdonaldsmenu. info/ nutrition/ home.jsp?loc=ru& lang=ru
[48] http:/ / www.mcdonalds. rs/
[49] http:/ / mcdonalds. co. za/ content/ food.php
[50] http:/ / www.mcdonalds. co. kr/ #/ our-menu
[51] http:/ / apps. mcdonalds.se/ sweden/ prodfacts. nsf/ ag/ 16E94337AF0C5540C12575BC004443B7?opendocument
[52] http:/ / www.mcdonaldsmenu. info/ nutrition/ home.jsp?loc=sw& lang=de
[53] http:/ / www.mcdonalds. com.tr/ Kalorimetre/
[54] http:/ / www.mcdonalds. co. uk/ ukhome/ product_nutrition. beef. 19. big-mac. html
Notes
Gallagher, Peter B. (March 10, 1975). "Beefed-up old jingle pays off for Big Mac" (http:/ / news. google. com/
newspapers?id=xAoOAAAAIBAJ& sjid=fHkDAAAAIBAJ& pg=5978,2392418& dq=birmingham-americans&
hl=en). St. Petersburg Times. p.1D. Retrieved April 12, 2010.
External links
Official US product information (http:/ / www. mcdonalds. com/ us/ en/ food/ full_menu/ sandwiches/ big_mac.
html)
Official UK product information (http:/ / www. mcdonalds. co. uk/ food/ beef/ big-mac. mcdj?dnPos=-363)
Official product information for the Chicken Maharaja-Mac (http:/ / mcdonaldsindia. com/ menu. html)
The Big Mac Index (http:/ / www. economist. com/ markets/ bigmac/ )
The Big Mac Museum (http:/ / www. bigmacmuseum. com/ ) in North Huntingdon, PA
Photo Tour of Big Mac Museum (http:/ / al-paslow. smugmug. com/ gallery/ 3410396#190877921)
Quarter Pounder
109
Quarter Pounder
McDonald's Quarter Pounder
with Cheese
Quarter Pounder with Cheese
Serving size 1 burger (202 g)
- Sugars 10 g
Fat 26 g (41%)
- trans 1.5 g
Protein 30 g (43%)
Vitamin A 510 IU
Vitamin C 2 mg (2%)
Iron 4.5 mg (35%)
Sodium 1100 mg (73%)
Energy w/o cheese 420kcal (1,800kJ)
Cholesterol 95mg (31%)
Source: McDonalds
[1]
The Quarter Pounder is a hamburger product sold by international fast food chain McDonald's, so named for
containing a patty with a precooked weight of a quarter of a pound (113.4g) that was first introduced in 1972. In
2013, the Quarter Pounder was expanded to represent a whole line of sandwiches that replaced the company's
discontinued Angus Third Pounder sandwiches.
Quarter Pounder
110
History
The Quarter Pounder was created by Al Bernardin, a franchise owner and former McDonald's Vice President of
product development, in Fremont, California, in 1971.
[2]
Bernardin had moved to Fremont in 1970 after purchasing
two company-owned McDonald's restaurants.
[2]
Bernardin began experimenting with new menu items for his McDonald's franchises. According to a 1991 interview,
Bernardin noted that he "felt there was a void in our menu vis--vis the adult who wanted a higher ratio of meat to
bun."
[2]
In 1971, Bernardin introduced the first Quarter Pounders at his McDonald's in Fremont using the slogan,
"Today Fremont, tomorrow the world."
[2]
His Quarter Pounder became a success and was added to the national
American menu in 1972.
In November 2008, McDonald's Japan (which did not ordinarily offer the Quarter Pounder) converted two Tokyo
restaurants into "Quarter Pounder" branded restaurants which only sold Quarter Pounder meals.
[3]
These promotional
branches closed on 27 November 2008 coinciding with the re-introduction of the Quarter Pounder at regular
McDonald's branches throughout the Kant (Tokyo) region from 28 November.
[4]
The Quarter Pounder was
launched at one McDonald's restaurant in the Kansai (Osaka) region on 23 December 2008.
[5]
It was later reported
that 15,000 customers had visited the restaurant on the first day, generating a record 10.02 million yen in sales for a
single restaurant in one day. It was however also revealed that McDonald's had hired 1,000 "extras" to queue up on
the first day. McDonald's Japan explained that the hirees were used for "product monitoring purposes".
[6]
Product description
In most markets unfamiliar with imperial measurements, the Quarter Pounder is known as the Hamburger Royale,
McRoyal, or variants thereof. In France, Belgium and Portugal for example, the Quarter Pounder, which by standard
includes cheese is called Royal Cheese. However, "Royale with Cheese", as famously explained in the film Pulp
Fiction, is not actually a name for the Quarter Pounder with Cheese anywhere. In English-speaking countries that
have adopted metrication, the burger retains the Quarter Pounder name. The term Quartero com Queijo is used in
metric Brazil, Cuarto de Libra con Queso in Spain and in Latin America, and QP Cheese is used in Sweden. In
South Africa there are two variations; the Quarter Pounder with cheese, and the Quarter Pounder Deluxe. In some
Middle-Eastern countries such as Saudi Arabia and United Arab Emirates, McDonald's provides both a Quarter
Pounder and a McRoyale burger on its menu, the McRoyale having slightly different ingredients. In Chinese
markets, the Quarter Pounder is known as a "full three taels" (Chinese: ) because three taels is
approximately equal in weight to a quarter pound. In Russia, it is known as Royal Cheeseburger.
The burger comprises a beef patty weighing 4oz. (113g) before cooking
[7]
and 3oz. prepared, pickles, raw onion,
ketchup, and mustard. The more common variant, the Quarter Pounder with cheese, adds two slices of American
cheese.
The nutritional content of the Quarter Pounder varies between countries and locations. For example, in Australia,
which uses local beef for its McDonald's products, the average Quarter Pounder has a higher protein value of 33.7g
per serving, in comparison to those found in the United States.
[8]
However, such values do not account for exactly all
burgers within a location, as variation is always a possibility.
Quarter Pounder
111
Other quarter-pound hamburgers
Although they are most commonly associated with McDonald's, many other hamburger outlets sell or have sold
quarter-pound hamburgers. "Quarter Pounder" is a trademark in the United States, but outlets in some other countries
have been able to use similar names for their own products, such as the British Wimpy chain's "Quarterpounder."
[9]
References
A McDonald's timeline
[10]
[1] http:/ / www. mcdonalds. com/ us/ en/ food/ product_nutrition. sandwiches. 286. Quarter-Pounder-with-Cheese. html
[4] "Kitajima gets his hands on Quarter Pounder" (27 November 2008) (http:/ / www. japantoday. com/ category/ business/ view/
kitajima-gets-his-hands-on-quarter-pounder). Retrieved on 30 November 2008.
[5] "Hundreds line up for an hour at Osaka McDonald's for Quarter Pounder debut" (24 December 2008) (http:/ / www. japantoday. com/
category/ business/ view/ hundreds-line-up-for-an-hour-at-osaka-mcdonalds-for-quarter-pounder-debut). Retrieved on 26 December 2008.
[6] Sankei News: " " (McDonald's used shills to queue
for new product launch?)(25 December 2008) (http:/ / sankei. jp. msn. com/ affairs/ crime/ 081225/ crm0812252244033-n1. htm). Retrieved
on 26 December 2008.
[8] 17 November 2009, Nutrition Information (http:/ / mcdonalds. com. au/ sites/ mcdonalds. com. au/ files/ images/
Nutrition-Information-Aus-17-November-2009.pdf), McDonald's Australia
[9] Wimpy menu (http:/ / www.wimpy.uk. com/ full-menu.asp). Retrieved on 26 August 2012.
[10] http:/ / www.mcdepk. com/ 50/ downloads/ history_listing. pdf
Happy Meal
Happy Meal box
A "Happy Meal" is a form of kids' meal specifically marketed at
children sold at the fast-food chain McDonald's since June 1979. A toy
is typically included with the food, both of which are usually contained
in a box or paper bag with the McDonald's logo. The packaging and
toy are frequently part of a marketing tie-in to a popular film, TV
show, or toy-line.
Happy Meal
112
"Cajita Feliz" box
Product description
The Happy Meal contains a main item (typically a hamburger,
cheeseburger, or small serving of Chicken McNuggets), a side item
(french fries, apple slices, or a salad in some areas), and a drink (milk,
juice, or a soft drink). The choice of items changes from country to
country, and may depend on the size of the restaurant.
In some countries, the choices have been expanded to include items
such as a grilled cheese sandwich (known as a "Fry Kid"), or more
"healthy" options such as apple slices, a mini snack wrap, salads, or
pasta, as one or more of the options.
[1]
In most countries, McDonald's introduced a "healthy option" to the
Happy Meal- children have always been able to choose milk with their
Happy Meal and the chain added fruit juice drink instead of a soft
drink, and bags of dried fruit (or a whole piece of fruit such as an apple
or carrot sticks) in place of fries.
Variants
The Mighty Kids Meal is a meal from McDonald's designed for preteens, who are older than those who might eat
a Happy Meal, but still not hungry enough to eat from the full menu. The concept is similar to the Happy Meal, in
that it provides a burger or Chicken McNuggets, french fries and apple dippers and a drink and toy. The
difference is that the Mighty Kid's Meal provides more food than what is typically found in a Happy Meal,
providing a McDouble (a cheeseburger consisting of two patties and one slice of cheese) instead of a
cheeseburger or a hamburger, and more Chicken McNuggets (6 versus 4), plus a larger drink (16oz vs 12oz).
McDonald's began offering the Mighty Kids Meal on March 30, 2001, as a response to Burger King's Big Kids
Meal, which had debuted in 1998. Its advertising campaign involved kids being put in infantile situations, to
represent that the regular Happy Meal was for younger kids. In the UK it was called the Happy Meal Extra.
The Go Active! Meal was a promotion for adults introduced in 2004, and lasted from May 11 to June 7.
[2]
The
Go Active! Meal featured a Dasani water bottle, a salad, a pedometer instead of a toy, and an exercise booklet.
International naming
In some regions, different names are used. In Quebec, it is called "Joyeux Festin" (literally meaning Happy Feast in
French), in Latin America and Puerto Rico, but not in Spain it is known as Cajita Feliz (Happy little box in Spanish),
in Brazil it is known as McLanche Feliz (Happy McSnack in Portuguese).
In Japan, it was called Okosama Lunch from 1987 to 1988, then Okosama Set from 1988 to 1995 (Okosama is a
polite word for "child"), before being renamed to Happy Set. In Germany, it was known as Juniort-te (Bag for
Juniors in German) until 1999.
Happy Meal
113
History
In the mid-1970s Yolanda Fernndez de Cofio started working with her husband running McDonalds stores in
Guatemala. She created what she called the "Menu Ronald" (Ronald menu), which offered a hamburger, small fries
and a small sundae to help mothers feed their children more effectively while at McDonald's stores.
[3][4][5]
The
concept was eventually brought to the attention of McDonald's management in Chicago. The company gave the
development of the product to Bob Bernstein, founder and CEO of Bernstein-Rein Advertising, an agency that has
counted McDonald's as a key client since 1967. Bernstein came up with the Happy Meal.
[6]
Bronze Happy Meal presented to Robert
Bernstein crediting him with creation of the
Happy Meal.
In 1977 the McDonald's store owner clients who regularly met with
Bernstein were looking for ways to create a better experience for
families with kids. Bernstein reasoned that if kids could get a packaged
meal all their own instead of just picking at their parent's food,
everybody would be happier. He had often noticed his young son at the
breakfast table poring over the various items on cereal boxes and
thought, "Why not do that for McDonald's? The package is the key!"
He called in his creative team and had them mock up some paperboard
boxes fashioned to look like lunch pails with the McDonald's Golden
Arches for handles. They called in nationally known children's
illustrators and offered them the blank slate of filling the box's sides
and tops with their own colorful ideas from art to jokes to games to
comic strips to stories to fantasy: whatever they thought might appeal
to kids, at least 8 items per box. Inside the box would be a burger,
small fries, packet of cookies and a surprise gift. A small drink would
accompany. Bernstein named it The Happy Meal and it was
successfully introduced with television and radio spots and in-store
posters in the Kansas City market in October 1977. Other markets
followed and the national roll out happened in 1979.
Bernstein received Trademark #1136758 (Serial #73148046)
[7]
for his
idea in 1977 which he assigned to his valued client, McDonald's Corporation, on June 10, 1980. In 1987 at the
annual McDonald's marketing meeting, he was recognized for his accomplishment with a full-size bronze replica of
the Happy Meal box with the following inscription:
McDonald's Happy Meal 10th Anniversary 1977-1987 To Robert A. Bernstein, Bernstein-Rein Advertising
Thank you for bringing the Happy Meal, a bold idea, to the McDonald's System.
Your insight and conviction truly has made McDonald's a fun place for children for the past 10 years!
McDonald's Corporation September, 1987
Often the Happy Meal is themed to promote a current family-oriented movie. The first such promotion was the Star
Trek Meal, to promote Star Trek: The Motion Picture in December 1979. The packaging used for the Star Trek
Meal consisted of various images and games related to the film, as well as a comic strip adaptation of the film.
Consumers had to buy numerous meals in order to complete the set. In 1992, McDonald's withdrew their range of
Happy Meal toys for the movie Batman Returns, after complaints from parents that the movie was unsuitable for
children.
[8]
In July 2011, McDonald's announced plans to make Happy Meals healthier, including the addition of apples. The
redesigned meals will contain a smaller portion (1.1 ounces) of fries, along with the apples.
[9]
On February 4, 2013,
McDonald's announced that Fish McBites, fried Alaskan pollock, the same fish used in Filet-O-Fish, will be added
as an entree, which will run until March, intended to coincide with Lent.
[10]
Happy Meal
114
Happy Meal toy
The Happy Meal did not introduce the practice of providing small toys to children. In Canada, the promotion prior to
the Happy Meal was called the "Treat of the Week", where a different toy was available free on request each
week.
[citation needed]
This promotion continued after the Happy Meal was introduced in 1979. Happy Meal toys have
become increasingly elaborate in recent years. While initially they were little more than a cheap plastic trinket such
as a Frisbee or ball, they have gradually been replaced with increasingly sophisticated toys, many of which are a
tie-in to an existing toy line, TV show, or movie. Between the mid-1980s and 2007, this was usually a Disney movie
(Disney movie themes had also been used earlier, but sporadically). However, Disney didn't renew the contract,
wishing to use their characters to promote healthier foods.
[citation needed]
Bans
On November 2, 2010, the San Francisco Board of Supervisors passed a law requiring that children's meals sold in
restaurants must meet certain nutritional standards before they could be sold with toys, to reduce triggering of
childhood obesity. The law, urged in part by increase of childhood obesity in the United States, would allow toys to
be included with children's meals that have less than 600 calories and less than 640 milligrams of sodium, contain
fruits and vegetables, and include beverages without excessive fat or sugar. The Board overturned the veto of Mayor
Gavin Newsom on November 23 to pass the law.
[11]
The law has been ridiculed by many, including the satirical
news program The Daily Show.
[12]
McDonald's circumvented the ban by charging 10 cents for the toys.
[13]
A class-action lawsuit seeking to ban Happy Meal toys in California was filed in 2010. The suit was thrown out of
court in April 2012.
[14]
In Chile, the Happy Meal, along with kids' meals at other fast food chains, will no longer give out free toys because a
law had been passed declaring that children's meals in restaurants and junk food products should no longer give out
free toys in a move to curb childhood obesity.
[15]
References
[7] [7] United States Patent and Trademark Office. Trademark #113678. , 1977. Web. 7 Mar 2011
[8] Olly Richards (September 1992). "Trouble in Gotham", Empire, pp. 2123. Retrieved on 2008-08-14.
Chicken McNuggets
115
Chicken McNuggets
Chicken McNuggets
Chicken McNuggets
Serving size 10 pieces (162 g) No sauce
- Sugars 0 g
- Dietary fiber 2 g
Fat 30 g (44%)
Protein 22 g
Vitamin A equiv. 0 g (0%)
Vitamin C 2 mg (2%)
Calcium 20 mg (2%)
Iron 1 mg (8%)
Sodium 900 mg (60%)
Cholesterol 65 mg (22%)
May vary outside United States.
Source: McDonald's Meal Builder
[1]
Chicken McNuggets (introduced in 1983 with support from the McNugget Mania campaign) are a product offered
by international fast-food restaurant chain McDonald's consisting of small pieces of processed chicken meat that
have been battered and deep fried.
Chicken McNuggets
116
Description and origin
The Chicken McNugget is a small piece of processed chicken meat that is fried in batter and flash frozen, then
shipped out and sold at McDonald's restaurants.
McDonald's first Executive Chef Rene Arend created Chicken McNuggets in 1979. "The McNuggets were so well
received that every franchise wanted them", said Arend in a 2009 interview. "There wasnt a system to supply
enough chicken".
[]
Supply problems were solved by 1983, and Chicken McNuggets became available nationwide.
[]
In 2013, McDonald's announced that the McNuggets come in:
[]
Bell shaped, Bone shaped, Boot shaped, and Ball
shaped.
Ingredients
As of October9,2010[2], the ingredients within the United States are as follows: Chicken, water, salt, sodium
phosphates. Battered and breaded with bleached wheat flour, water, wheat flour, modified food starch, salt, spices,
wheat gluten, paprika, dextrose (sugar), yeast, garlic powder, rosemary, partially hydrogenated soybean oil and
cottonseed oil with mono- and diglycerides, leavening (sodium acid pyrophosphate, baking soda, ammonium
bicarbonate, monocalcium phosphate), natural flavor (plant source) with extractives of paprika. Fried in vegetable oil
(Canola oil, corn oil, soybean oil, hydrogenated soybean oil with TBHQ and citric acid). Dimethylpolysiloxane is
added as an antifoaming agent.
[]
McDonald's ingredients can vary outside of the US.
Sale
Chicken McNuggets are sold in packages of 4, 6, 9 and 20. The 9-pack is instead served as a 10-pack in the USA. In
June 2011, McDonald's brought back the 20 piece for a limited time and continues to sell today. In New Zealand,
and Australia, they are also available in 3 packs in Happy Meals and Heart Foundation approved Tick healthy meals.
They come with a choice of various flavors of dipping sauce (Pure Honey, Tangy Barbeque, Sweet n' Sour, Honey
Mustard, Hot Mustard, Spicy Buffalo, Sweet Chili, Curry, Creamy Ranch and Chipotle Barbecue). They have
recently been introduced in India, first as a part of its "Breakfast Meal" and later in the regular menu in May 2009.
50-piece McNuggets meal deals have been promoted at times for special events such as U.S. football's Super Bowl.
In select areas of the United States, however, 50 piece Chicken McNugget meals are on the menu at all times during
the year for $9.98 plus tax.
[]
A halal version of the McNuggets are sold at two McDonald's franchises in Dearborn, Michigan being very
successful making double the average of McNuggets sales.
[3]
Chicken McNuggets
117
Controversies
In a 2002 lawsuit against McDonald's, Judge Robert Sweet commented that Chicken McNuggets are a
"McFrankenstein" creation.
[]
The judge identified that rather than being merely chicken fried in a pan, McNuggets
included elements not utilized by the home cook, including the unusual sounding ingredients like: extracts of
rosemary, vitamins (niacin, thiamine mononitrate, riboflavin, folic acid), leavening (baking soda, calcium lactate,
etc.).
[4]
Protestors demonstrating in New
York City's Times Square against
how McDonald's kills chickens to
make Chicken McNuggets.
The 2004 documentary Super Size Me states that "[o]riginally created from old
chickens that can no longer lay eggs, McNuggets are now made from chickens
with unusually large breasts. They're stripped from the bone, and ground-up into
a sort of 'chicken mash', which is then combined with all sorts of stabilizers and
preservatives, pressed into familiar shapes, breaded, deep-fried, freeze-dried, and
then shipped to a McDonald's near you". Super Size Me also alleged inclusion of
chemicals such as tertiary butylhydroquinone (a phenolic antioxidant used as a
chemical preservative), polydimethylsiloxane (an anti-foaming agent), and other
ingredients not used by a typical home cook.
[]
This was recently restated by
CNN.
[]
Marion Nestle, a New York University professor and author of What to
Eat, says the tertiary butylhydroquinone and dimethylpolysiloxane in McNuggets
probably pose no health risks. As a general rule, though, she advocates not eating
any food with an ingredient you cant pronounce.
[]
As of October 9, 2010, dimethylpolysiloxane and Tert-Butylhydroquinone
(TBHQ) are listed as ingredients in the McNuggets cooking process.
[]
According
to Lisa McComb, a media relations representative for McDonald's, dimethylpolysiloxane is used as a matter of safety
to keep the frying oil from foaming. The chemical is a form of silicone also used in cosmetics and Silly Putty. A
review of animal studies by the World Health Organization found no adverse health effects associated with
dimethylpolysiloxane. TBHQ is a common preservative for vegetable oils, cereals, nuts, cookies, chips, and animal
fats,
[5]
found in other foods like Girl Scout Cookies
[6]
and Quaker Chewy Granola Bars.
[7]
The U.S. Food and Drug
Administration sets an upper limit of 0.02% (0.0002) of the oil or fat content in foods,
[]
which like other foods,
applies to the oil used in McNuggets. Effective use of TBHQ is 1gram per 5000grams of cooking oil (1gram per 11
pounds of cooking oil).
References
[1] http:/ / www. mcdonalds. com/ us/ en/ meal_builder.html
[2] http:/ / en. wikipedia. org/ w/ index. php?title=Chicken_McNuggets& action=edit
McMuffin
118
McMuffin
McDonald's Egg McMuffin
McDonald's Egg McMuffin
Serving size 1 sandwich, 7.1oz (137g)
- Sugars 3 g
Fat 12 g (19%)
- trans
0
Protein 18 g
Vitamin A equiv. 90 g (11%)
Vitamin C 0 mg (0%)
Vitamin E 0 mg (0%)
Iron 2.5 mg (19%)
Sodium 820 mg (55%)
Energy from fat 110kcal (460kJ)
Cholesterol 260 mg (80%)
May vary outside US market.
^ Zero indicates no significant measurable trace.
Source: McDonald's Nutritional Facts
[1]
The McMuffin is a family of breakfast sandwiches in various sizes and configurations, sold by the fast-food
restaurant chain McDonald's. The Egg McMuffin is the signature breakfast sandwich; it was invented by the late
McDonald's franchisee Herb Peterson in the late 1960s and was introduced nationwide in 1972.
McMuffin
119
Product description
In the US and Canada the standard McMuffin consists of a slice of Canadian bacon,
[2]
a griddle-fried egg, and a slice
of American cheese on a toasted and buttered English muffin. The round shape of the egg is made by cooking it in a
teflon coated ring.
[3][]
Variants
The Sausage McMuffin with Egg
Sausage McMuffin - A sausage patty is substituted for both the egg
and the ham.
Sausage McMuffin with Egg A sausage patty is substituted for
the ham and the cheese side of the muffin is switched.
Chicken McMuffin - A breaded chicken patty, lettuce, tomato,
mayo and a slice of Cheddar cheese in an English muffin. There is
no egg in this McMuffin variant. Available in Hungary as part of
McDonald's regular breakfast menu.
[4]
Bacon and Egg McMuffin - Pieces of bacon are substituted for the
ham.
Massive McMuffin Ketchup, bacon, egg, American cheese and two sausage patties.
Available in New Zealand and some parts of Australia.
Mega Muffin: Egg, sausage, bacon, cheese, and ketchup. Available periodically in Japan as a promotion.
Western Omelette McMuffin - Was available in 1990 and 1992; featured a Western omelette (Egg filled with
ham, diced onions, and green bell peppers) and American cheese on a toasted English muffin.
[5]
Veg McMuffin: Available in India to cater to the substantial part of the population in India that doesn't consume
egg.
Big breakfast with burger: Available in Thailand, made from ham, scrambled egg or omelette and muffin.
Egg McMuffin: 300 calories per serving with 12 grams of fat
[]
History
The McDonald's egg sandwich was invented in 1972.
[]
Former McDonald's President Ray Kroc wrote that Herb
Peterson and his assistant, Donald Greadel, the operator of a Santa Barbara, California, franchise, asked Kroc to look
at something, without giving details because it was:
...a crazy idea a breakfast sandwich. It consisted of an egg that had been formed in a Teflon circle with the yolk broken, and was dressed
with a slice of cheese and a slice of grilled ham. It was served open-faced on a toasted and buttered English muffin.... The advent of the Egg
McMuffin opened up a whole new area of potential business for McDonald's, the breakfast trade.
[3][]
Peterson had first presented the Egg McMuffin at the Santa Barbara franchise without the knowledge of McDonald's
Corporate, which at the time served only lunch and dinner at all their locations. When Corporate discovered Mr.
Peterson's unauthorized breakfast offerings, it initially reprimanded him and threatened him with a number of
penalties for breaking the franchise agreement.
[citation needed]
The first McDonald's Corporate authorized Egg McMuffin was served at the Belleville, New Jersey McDonald's in
1972.
In the 1970s, some McDonald's restaurants served Egg McMuffins all day as a promotion.
[6]
Several cities like Hong Kong serve Sausage & Egg McMuffins around the clock, due to the prominent use of the
egg in meals other than breakfast in those countries, the muffins and sausage patty there are softer than the usual
variant to suit local customers. US restaurants usually restrict the item to the breakfast menu. This is mainly because
the grill temperature required to cook beef patties is significantly different from the temperature at which eggs are
McMuffin
120
cooked, according to Herb Peterson in a special episode of Unwrapped.
Advertising
The Massive McMuffin was introduced to coincide with the AFL (Australian Football League) and NRL (Australian
National Rugby League) season of 1998, when McDonald's Australia launched the Footy Burger (now the Double
Quarter Pounder), Mini Footy Burger (double Cheeseburger) and Massive McMuffin. The muffin proved so popular
that some Australian stores kept the item as a permanent breakfast option.
References
[1] http:/ / nutrition. mcdonalds.com/ nutritionexchange/ nutritionfacts. pdf
[3] [3] , p. 174
[5] (http:/ / www.youtube. com/ watch?v=Uu0kNp6lmu8)
[6] http:/ / books. google. co.uk/ books?id=DeTE6MfarLYC& lpg=PA116& ots=LlsOqLJM40&
dq=In%20the%201970s%2C%20some%20McDonald's%20restaurants%20served%20Egg%20McMuffins%20all%20day%20as%20a%20promotion&
pg=PA116#v=onepage&
q=In%20the%201970s,%20some%20McDonald's%20restaurants%20served%20Egg%20McMuffins%20all%20day%20as%20a%20promotion&
f=false
McCaf
121
McCaf
McCaf
Type Subsidiary Of McDonald's
Founded Melbourne, Victoria, Australia in 1993
Founder(s) Dick and Mac McDonald McDonald's restaurant
concept;
Ray Kroc, McDonald's Corporation founder;
Ann Brown, McDonald's franchisee.
Headquarters Oak Brook, Illinois, USA
Key people James A. Skinner
(Chairman & CEO);
Ann Brown
Products Coffee
Website
McDonalds.com
[1]
McCaf is a coffee-house-style food and drink chain, owned by McDonald's. Created and launched in Melbourne,
Australia in 1993 by McDonald's Licensee Ann Brown,
[]
the chain reflects a consumer trend towards espresso
coffees.
[]
Reports indicated that McCaf outlets generated 15% more revenue than a regular McDonalds
[2]
and, by 2003, were
the largest coffee shop brand in Australia and New Zealand.
[]
International expansion
A cup of hot chocolate sold in Canada under the
McCaf brand
The chain is spread worldwide,
[]
with the first one in the United States
opening in Chicago, Illinois, in May 2001 when there were about 300
worldwide.
[]
In 2004 McCaf opened in Costa Rica. In 2007, the chain
expanded to Japan as part of McDonald's efforts to boost sales with
healthier soup and sandwich offerings and reach out to new customers
who favoured traditional coffee shops.
[]
Despite being a relatively
small part of McDonald's overall strategy, there are currently 1,300
worldwide.
[]
McCaf arrived In Paraguay in 2007.
McDonald's introduced a coffee line called "McCaf" nationwide in
the United States.
[3]
Unlike in other countries, "McCaf" is just a line
of special drinks, not a full coffee shop.
McCaf
122
A McCaf in Philippines
In August 2008, McDonald's expanded their McCaf concept to South
Africa, where the McDonald's franchise is already a household name
and one of the largest fast-food chains in the country.
[4]
At the end of
2009 McCaf drinks were available at McDonald's restaurants in the
U.S.A. McCaf opened in El Salvador on July 6, 2010, located in
McDonald's restaurants in the Zona Rosa and Prceres Boulevard with
the goal of providing the aroma, flavor and texture of 100%
Salvadorian gourmet coffee.
McCaf opened in Madrid, Spain on June 28, 2008, located in
McDonald's Montera resraurants.
In 2011 McDonald's started expansion of McCaf in Ukraine. There are 6 McCafs in Kyiv, 1 in Lviv, 1 in Odesa, 1
in Dnipropetrovsk and 1 in Kharkiv as for January, 2013.
In July 2010 the McCaf added real fruit smoothies to their drink list. In November 2010 they added mocha and hot
chocolate to their drink list. In July 2011 they added Frozen Strawberry Lemonade and the Mango Pineapple
Smoothie to the U.S. menu.
On November 7, 2011, McDonald's Canada launched McCaf across the nation after being available only in select
stores prior to this announcement.
[5]
With the introduction of McCaf in Canada, participating McDonald's stores
have added mocha, cappuccino, espresso, americano, latte, iced latte, iced mocha and hot chocolate to their menus.
[6]
With McCaf, McDonald's is now in direct competition with Coffee Time, Country Style, Second Cup, Starbucks,
Tim Hortons, and Timothy's in the Canadian coffee market.
On June 16, 2012, McDonald's launched the first McCaf Malaysia in Kota Damansara, with a few others
subsequently opening in the Bandar Utama, Subang Jaya, Titiwangsa, and Taman Connaught outlets - all currently
located in Klang Valley.
In December 2012, McDonald's announced that it would be bringing the McCaf brand and line of products to all of
the McDonald's restaurants in the United Kingdom. This would include the addition of iced frapps, iced fruit
smoothies and a rebranding of the standard McDonald's coffee to "McCaf."
References
[1] http:/ / www. mcdonalds. com/
[4] http:/ / www. mcdonalds. co. za
[5] McDonalds Canada accelerates beverage growth strategy with national launch of McCaf brand (http:/ / www. mcdonalds. ca/ ca/ en/
our_story/ corporate_info/ press_room/ PR_McCafe.html)
[6] McCaf Canada Product Page (http:/ / www. mcdonalds. ca/ ca/ en/ menu/ full_menu/ mccafe. html)
External links
McCaf Australia (http:/ / mcdonalds. com. au/ #/ mccafe)
McDonald's McCaf - U.S Hispanic Market Website (http:/ / www. meencanta. com/ mccafe/ index_english. jsp)
McDonald's of Western Washington, USA McCafe Website (http:/ / unsnobbycoffee. com/ )
123
Documentaries
Fat Head
Fat Head
Theatrical release poster
Directed by Tom Naughton
Produced by Page Ostrow
Susan Smiley
Written by Tom Naughton
Starring Tom Naughton
Chareva Naughton
Music by Tom Monahan
Cinematography Tom Naughton
Editing by Tom Naughton
Distributed by Morningstar Entertainment
Release date(s) February3,2009
Running time 104 minutes
Country United States
Language English
Fat Head is a 2009 American documentary film directed by and starring Tom Naughton. The film seeks to refute
both the documentary Super Size Me, a Sundance Film Festival award-winning film, and the lipid hypothesis, a
theory of nutrition started in the early 1950s in the United States by Ancel Keys and promoted in much of the
Western world, though also strongly correlating with increased rates of obesity, Diabetes Mellitus, high blood
pressure and cardiovascular disease since accepted and promoted by the USDA and media. NUSI.org is working to
clarify with better scientific trials than performed to date and Robert Lustig has performed several scientific trials
focusing on obesity in children, the findings of which strongly undermine the theory.
Production
Naughton first saw Super Size Me as part of his research into a comedy piece he was working on about prejudice
against fat people, saying, "I watched Super Size Me as part of my research. But the premise and the rather large
gaps in logic annoyed me so much, I decided I needed to create a reply. I know some other filmmakers went on
McDiets and documented how they lost weight, but as far as I could tell, they weren't funny. If it's true what
Mencken said, that the cure for contempt is counter-contempt, then the cure for a funny documentary that's full of
bologna is a funny documentary that isn't."
[]
An updated version of "Fat Head" was recently released.
Fat Head
124
Synopsis
In Fat Head Tom Naughton questions the claims and ideas expressed by Morgan Spurlock in the film Super Size Me,
in which Spurlock ate nothing but food from McDonald's for 30 days. Naughton, who examines the nutritional
information in McDonald's menu, is skeptical of Spurlock's doctor's statement that Spurlock was consuming 5,000
calories a day, and is unable to obtain Spurlock's food log from Spurlock's representatives. (Naughton's website
includes a page that lists every item he ate during his month-long experiment, including the nutritional information
of his diet.
[][1]
) Naughton also criticizes his inference from Super Size Me that consumers are unaware that fast food
is high in calories, and argues that no one is forced to eat fast food, as fast food restaurants merely cater to consumer
demand, and that if fast food restaurants did not exist, people would satisfy that demand by eating the same food at
other restaurants or at home. Naughton also questions Spurlock's claim that his 30-day diet resulted in signs of
addiction, in light of the fact that Spurlock apparently had no difficulty in ceasing eating fast food at the end of his
experiment.
Naughton addresses Spurlock's argument that the current prevalence of obesity cannot have been caused by home
cooking or by non-corporate, family-owned restaurants, since they have been around longer than corporate fast food
chains. Naughton says that the food people eat at family-owned restaurants is the same unhealthy food eaten at fast
food chains, and that the reason the former did not make people obese is because during his generation's youth,
families would only eat at them a handful of times a year, and not frequently, as some people do at fast food
restaurants. Naughton and his interviewees says that anti-McDonald's sentiment is motivated by anticonsumerism,
the desire by lawyers to sue rich corporations rather than family restaurants of comparatively modest means and
paternalism by advocacy groups like the Center for Science in the Public Interest. Naughton challenges the notion
that the United States is experiencing an obesity epidemic by pointing out that the Centers for Disease Control,
which made that assertion in 2004, recanted it the following year. Naughton also questions the use of the body mass
index to calculate whether someone is overweight, pointing out that according to the BMI, he himself is considered
obese. However, according to the BMI chart for men, at 5'11, 206.5 lbs, Naughton is merely considered overweight;
which challenges one of the main premises behind the film that he is considered obese but appears not to be.
The documentary also focuses on the science and politics behind the nutrition recommendations given by the U.S.
government, largely based on the lipid hypothesis, which Fat Head claims is in error on all three of its main
propositions. The film claims that the lipid hypothesis has no basis in scientific fact. According to the film, among
other sources such as Mark Sisson, there has never been a single scientific study that has linked a high fat diet to
increased rates of heart disease. During the film several doctors and dietitians were interviewed and they all stated
that according to the latest research in heart disease it is inflammation and not a diet high in saturated fat that causes
heart disease and heart attacks, some of whom say the inflammation is caused by high blood sugar.
During the film, Naughton goes on an all-fast-food diet, mainly eating food from McDonald's. For his daily dietary
intake, he aims to keep his calories to around 2,000 and his carbohydrates to around 100grams per day, but he does
not restrict fat at all. He ends up eating about 100grams of fat per day, of which about 50grams are saturated. He
also decides to walk six nights a week, instead of his usual three. After a month eating that way, he loses 12 pounds
and his total cholesterol goes down. His HDL does go down, often thought to be undesirable.
At the end of his experiment, Naughton details an additional experiment inspired by his research into the lipid
hypothesis. In this second experiment, he cut out most sugars and starches from his diet for a month, and ate things
like cheeseburgers without buns, eggs and bacon fried in butter, steaks, Polish sausage, Egg McMuffins without the
muffins when he traveled, fruit in heavy cream and green vegetables covered in butter. He used coconut oil to fry
onions for his cheeseburgers and ate fried shredded cheese as his favorite snack. As a result, Naughton says his
energy level and mood suffered no deleterious effects, despite often working until 2am on a large programming
project with a tight deadline. At the end of that month, his overall cholesterol dropped from 222 to 209, and his LDL
dropped from 156 to 130, and his HDL increased from 49 to 64.
Fat Head
125
Critical reception
Fat Head does not have a critics' score at the review aggregator website Rotten Tomatoes.
[2]
References
[1] Tom's 28-Day Fast-Food Log (http:/ / fathead-movie.com/ content/ MyFoodLog. htm). fathead-movie.com. Retrieved April 2, 2012.
[2] Fat Head (http:/ / www.rottentomatoes. com/ m/ fat-head/ ). Rotten Tomatoes. Retrieved April 2, 2012.
External links
"Fat Head" official website (http:/ / www. fathead-movie. com/ )
Fat Head (http:/ / www. imdb. com/ title/ tt1333994/ ) at the Internet Movie Database
Fat Head (http:/ / www. hulu. com/ watch/ 196879/ fat-head) on Hulu
Hot Coffee (film)
126
Hot Coffee (film)
Hot Coffee
Directed by Susan Saladoff
Produced by Susan Saladoff
Carly Hugo
Alan Oxman;
co-producer: Rebecca Saladoff
Music by Michael Mollura
Cinematography Martina Radwan
Editing by Cindy Lee
Distributed by HBO
Release date(s) June27,2011
Language English
Hot Coffee is a 2011 documentary film that analyzes and discusses the impact of tort reform on the United States
judicial system. It is directed by Susan Saladoff, who has practiced as a medical malpractice attorney for at least 26
years. The film premiered at the 2011 Sundance Film Festival on January 24, 2011 and later aired on HBO on June
27, 2011 as a part of HBO films documentary summer series. The title is derived from the Liebeck v. McDonald's
Restaurants lawsuit in which the plaintiff Liebeck was severely burned after spilling hot coffee purchased from a
McDonald's into her lap.
[1][2]
Cases discussed
Hot Coffee discusses several cases and relates each to tort reform in the United States:
1. Liebeck v. McDonald's Restaurants and public relations campaigns (i.e. how the case was publicized to instigate
tort reform)
2. Colin Gourley's malpractice lawsuit and caps on damages
3. Prosecution of Mississippi Justice Oliver Diaz and judicial elections (i.e. how judges were elected for their
positive stance on tort reform, reflecting election campaign contributions)
4. Jamie Leigh Jones v. Halliburton Co. doing business as KBR and mandatory arbitration
Liebeck v. McDonald's restaurants
This segment features interviews with Liebeck's family and focuses on their perspective of the trial. This included
news clips, comments from celebrities and politicians about the case, as well as myths and misconceptions, including
how many people thought she was driving when the incident occurred and thought that she suffered only minor
superficial burns, while in truth she suffered severe burns and needed extensive surgeries. The concept of
accountability is also discussed. The film also discussed in great depth how Liebeck v. McDonald's Restaurants is
often used and misused to describe a frivolous lawsuit and referenced in conjunction with tort reform efforts.
[3]
It
argued that corporations have spent millions distorting certain tort cases in order to promote tort reform.
[4]
Hot Coffee (film)
127
Jamie Leigh Jones v. Halliburton co.
Al Franken features prominently in this segment, as he worked closely with Jones to get her case heard in court after
she entered into a mandatory arbitration agreement. Subsequent to the film's release, Jones succeeded in trying her
civil case before a federal court in Houston. However, she was unsuccessful in convincing a jury that she had been
raped or that KBR had engaged in fraud when inducing her to sign her employment contract after a long list of
inconsistencies and contradictions were exposed in her story during the trial.
[5]
References
External links
Official website (http:/ / hotcoffeethemovie. com/ )
Hot Coffee (http:/ / www. imdb. com/ title/ tt1445203/ ) at the Internet Movie Database
Hot Coffee (http:/ / www. rottentomatoes. com/ m/ hot_coffee/ ) at Rotten Tomatoes
HBO site for film (http:/ / www. hbo. com/ documentaries/ hot-coffee/ index. html#/ documentaries/ hot-coffee/
index. html/ )
Extended interview with filmmaker Susan Saladoff (http:/ / will. illinois. edu/ mediamatters/ show/
october-9th-2011/ ) on Media Matters with Bob McChesney
McLibel
128
McLibel
McLibel
Directed by Franny Armstrong
Ken Loach
Produced by Franny Armstrong
Starring Helen Steel
David Morris
Eric Schlosser
Morgan Spurlock
Oliver Ford Davies
Editing by David G. Hill
Gregers Sall
Release date(s) Television version:
1997
Extended version:
2005
Running time 50 minutes (Television
version)
85 minutes (Extended version)
Language English
McLibel is a documentary film directed by Franny Armstrong and Ken Loach for Spanner Films about the McLibel
case. The film was first completed, as a 52 minute television version, in 1997, after the conclusion of the original
McLibel trial. It was then extended with new footage to 85 minute feature length in 2005, after the McLibel
defendants took their case to the European Court of Human Rights.
Production
The 1997/52 minute version was shown at film festivals worldwide, and bought for TV in about ten countries. The
2005/85 minute version was released theatrically in the UK, USA, Australia and other countries and sold to TV
round the world, notably to BBC2 (as part of their prestigious "Storyville Classics" season, where it achieved one
million viewers at 10pm on a Sunday night) and CBC in Canada.
[citation needed]
The film features courtroom reconstructions of the trial directed by notable UK film director Ken Loach, who gave
his time for free. It also features interviews with Eric Schlosser (author of Fast Food Nation), Morgan Spurlock, Keir
Starmer (who provided free legal support to the McLibel defendants for many years, first as a barrister, then as a QC;
later in 2008 he became the Director of Public Prosecutions for England and Wales), and Howard Lyman of
Oprah/Mad Cow infamy.
McLibel
129
Release
McLibel was broadcast on BBC2 in 2005, to an estimated 1 million viewers.
[1]
It was then also broadcast on TV in
15 countries including Australia, Canada and the USA and released on DVD worldwide. McLibel was released
in cinemas and DVD stores in the USA in summer 2005 and this was followed in the UK in 2006.
Reception
As of August 2004[2], the producers estimate that more than 25 million people have seen the film.
[3]
An anti-McDonalds leaflet campaign in front of
the McDonalds restaurant in Leicester Square,
London, during the European Social Forum
season, 2004-10-16.
The film has a 100% positive rating on the review aggregator website
Rotten Tomatoes, based on 11 reviews.
[]
Metacritic gave the film a
rating of 81% based on 4 reviews.
[4]
Dennis Harvey of Variety magazine describes it as "an alarming if
ultimately inspiring David-and-Goliath parable for today".
[5]
Wendy Ide in The Times described McLibel as a very watchable little
film about a big battle.
[6]
The Seattle Times said An irresistible David
and Goliath tale you cant help but cheer along, and The Sydney
Morning Herald called it An extraordinary example of independent
filmmaking.
[7]

[8]
A Time Out London reviewer said a radical screen
full that will satisfy both head and heart
[9]
McLibel was nominated for numerous awards, including the Grierson Documentary Award (Grierson Awards) and
the British Independent Film Awards. It was picked for the British Film Institute's prestigious series, "Ten
Documentaries which Changed the World".
[10]
Home media
The DVD version was released in 2005 and features more than six hours of extras, including a spoof McDonald's
commentary track from comedian Rob Newman.
References
[2] http:/ / en. wikipedia. org/ w/ index. php?title=McLibel_(film)& action=edit
External links
McLibel (http:/ / www. mclibel. com)
McLibel (http:/ / www. imdb. com/ title/ tt0458425/ ) at the Internet Movie Database
McLibel (2005) (http:/ / www. moviesfoundonline. com/ mclibel. php), at Free Movies & Documentaries
Maxime, McDuff & McDo
130
Directed by Magnus Isacsson
Produced by Monique Simard and Marcel Simard
Music by Robert Marcel Lepage
Editing by Louise Ct
Country Canada
Language French
Maxime, McDuff & McDo is a 2002 documentary film by Magnus Isacsson
[1]
that shows the attempt of unionizing
a McDonald's restaurant in Montreal, Quebec, Canada. They were successful, but McDonald's quickly shut down the
franchise after the union won.
[][2]
References
[1] The Films of Magnus Isacsson - Maxime, McDuff & McDo - Synopsis (http:/ / www. socialdoc. net/ isacsson/ 10MC1McDoMcDuf. html)
External links
Maxime, McDuff & McDo (http:/ / www. imdb. com/ title/ tt1896782/ ) at the Internet Movie Database
Super Size Me
131
Super Size Me
Super Size Me
Theatrical release poster
Directed by Morgan Spurlock
Produced by Morgan Spurlock
Written by Morgan Spurlock
Starring Morgan Spurlock
Alexandra Jamieson
Cinematography Scott Ambrozy
Editing by Julie "Bob" Lombardi
Distributed by Samuel Goldwyn
Films
Roadside Attractions
Release date(s) May 7, 2004
Running time 98 min.
Language English
Budget
$1,065,000
[1][]
Box office
$30,000,000
[]
Super Size Me is a 2004 American documentary film directed by and starring Morgan Spurlock, an American
independent filmmaker. Spurlock's film follows a 30-day period from February 1 to March 2, 2003 during which he
ate only McDonald's food. The film documents this lifestyle's drastic effect on Spurlock's physical and psychological
well-being, and explores the fast food industry's corporate influence, including how it encourages poor nutrition for
its own profit.
Spurlock ate at McDonald's restaurants three times per day, eating every item on the chain's menu at least once.
Spurlock consumed an average of 20.92 megajoules or 5,000 kcal (the equivalent of 9.26 Big Macs) per day during
the experiment. As a result, the then-32-year-old Spurlock gained 24 lbs. (11.1kg), a 13% body mass increase, a
cholesterol level of 230, and experienced mood swings, sexual dysfunction, and fat accumulation in his liver. It took
Spurlock fourteen months to lose the weight gained from his experiment using a vegan diet supervised by his future
wife, a chef who specializes in gourmet vegan dishes.
The reason for Spurlock's investigation was the increasing spread of obesity throughout U.S. society, which the
Surgeon General has declared "epidemic," and the corresponding lawsuit brought against McDonald's on behalf of
two overweight girls, who, it was alleged, became obese as a result of eating McDonald's food [Pelman v.
McDonald's Corp., 237 F. Supp. 2d 512].
[2]
Spurlock points out that although the lawsuit against McDonald's failed
(and subsequently many state legislatures have legislated against product liability actions against producers and
distributors of "fast food"), much of the same criticism leveled against the tobacco companies applies to fast food
franchises whose product is both physiologically addictive and physically harmful.
[3][4]
The documentary was nominated for an Academy Award for Documentary Feature.
[]
A comic book related to the
movie has been made with Dark Horse as the publisher containing stories based on numerous cases of fast food
health scares.
[5]
Super Size Me
132
Content
As the film begins, Spurlock is in physically above average shape according to his personal trainer. He is seen by
three physicians (a cardiologist, a gastroenterologist, and a general practitioner), as well as a nutritionist and a
personal trainer. All of the health professionals predict the "McDiet" will have unwelcome effects on his body, but
none expected anything too drastic, one citing the human body as being "extremely adaptable." Prior to the
experiment, Spurlock ate a varied diet but always had vegan evening meals to appease his then-girlfriend, Alexandra,
a vegan chef. At the beginning of the experiment, Spurlock, who stood 6 feet 2inches (188cm) tall, had a body
weight of 185.5 lbs (84 kg).
Experiment
Spurlock has specific rules governing his eating habits:
He must fully eat three McDonald's meals per day: breakfast, lunch, and dinner.
He must consume every item on the McDonald's menu at least once over the course of the 30 days (he managed
this in nine days).
He must only ingest items that are offered on the McDonald's menu, including bottled water. All outside
consumption of food is prohibited.
He must Super Size the meal when offered, but only when offered (i.e., he is not able to Super Size items
himself).
He will attempt to walk about as much as a typical U.S citizen, based on a suggested figure of 5,000 standardized
distance steps per day,
[6]
but he did not closely adhere to this, as he walked more while in New York than in
Houston.
On February 1, Spurlock starts the month with breakfast near his home in Manhattan, where there is an average of
four McDonald's locations (and 66,950 residents, with twice as many commuters) per square mile (2.6km). He aims
to keep the distances he walks in line with the 5,000 steps (approximately two miles) walked per day by the average
American.
Day 2 brings Spurlock's first (of nine) Super Size meal, at the McDonald's on 34th Street and Tenth Avenue, which
happens to be a meal made of a Double Quarter Pounder with Cheese, Super Size French fries, and a 42 ounce Coke,
which takes 22 minutes to eat. He experiences steadily increasing stomach discomfort during the process, and
promptly vomits in the McDonald's parking lot.
After five days Spurlock has gained 9.5 pounds (4.5kg) (from 185.5 to about 195 pounds). It is not long before he
finds himself experiencing depression, and he claims that his bouts of depression, lethargy, and headaches could be
relieved by eating a McDonald's meal. His general practitioner describes him as being "addicted". At his second
weigh-in, he had gained another 8 pounds (3.5kg), putting his weight at 203.5lb (92kg). By the end of the month he
weighs about 210 pounds (95.5kg), an increase of about 24.5 pounds (about 11kg). Because he could only eat
McDonald's food for a month, Spurlock refused to take any medication at all. At one weigh-in Morgan lost 1lb.
from the previous weigh-in, and a nutritionist hypothesized that he had lost muscle mass, which weighs more than an
identical volume of fat. At another weigh-in, a nutritionist said that he gained 17 pounds (8.5kg) in 12 days.
Spurlock's girlfriend, Alexandra Jamieson, attests to the fact that Spurlock lost much of his energy and sex drive
during his experiment. It was not clear at the time whether or not Spurlock would be able to complete the full month
of the high-fat, high-carbohydrate diet, and family and friends began to express concern.
On Day 21, Spurlock has heart palpitations. His internist, Dr. Daryl Isaacs, advises him to stop what he is doing
immediately to avoid any serious health problems. He compares Spurlock with the protagonist played by Nicolas
Cage in the movie Leaving Las Vegas, who intentionally drinks himself to death in a matter of weeks. Despite this
warning, Spurlock decides to continue the experiment.
Super Size Me
133
On March 2, Spurlock makes it to day 30 and achieves his goal. In thirty days, he has "Supersized" his meals nine
times along the way (five of which were in Texas, four in New York City). His physicians are surprised at the degree
of deterioration in Spurlock's health. He notes that he has eaten as many McDonald's meals as most nutritionists say
the ordinary person should eat in 8 years (he ate 90 meals, which is close to the number of meals consumed once a
month in an 8-year period).
Findings
An end text states that it took Spurlock 5 months to lose 20.1 pounds (9kg) and another 9 months to lose the last 4.5
pounds (2kg). His girlfriend Alexandra, now his ex-wife, began supervising his recovery with her "detox diet,"
which became the basis for her book, The Great American Detox Diet.
[7]
The movie ends with a rhetorical question, "Who do you want to see go first, you or them?" This is accompanied by
a cartoon tombstone, which reads "Ronald McDonald (19542012)", which originally appeared in The Economist in
an article addressing the ethics of marketing to children.
[8]
A short epilogue was added to the film. Although it showed that the salads can contain even more calories than
burgers if the customer adds liberal amounts of cheese and dressing prior to consumption, it also described
McDonald's discontinuation of the Super Size option six weeks after the movie's premiere, as well as its recent
emphasis on healthier menu items such as salads, and the release of the new adult Happy Meal. However,
McDonald's claimed that these changes had nothing to do with the film.
Reaction
Super Size Me first premiered at the 2004 Sundance Film Festival, where Morgan Spurlock won the Grand Jury Prize
for directing the film.
[9]
The film opened in the U.S. on May 7, 2004, and grossed a total of $20,641,054 worldwide,
making it the 12th highest-grossing documentary film of all time.
[]
It was nominated for an Academy Award for Best
Documentary but lost to the film Born into Brothels. Super Size Me received two thumbs up on At the Movies with
Ebert and Roeper. The film overall received positive reviews from other critics, as well as movie-goers, and holds a
93% "Certified Fresh" rating on the film review aggregator Rotten Tomatoes.
Reception
Caroline Westbrook for BBC News stated that the hype for the documentary was proper "to a certain extent", because
of its serious message, and that, overall, the film's "high comedy factor and over-familiarity of the subject matter
render it less powerful than other recent documentaries but it still makes for enjoyable, thought-provoking
viewing."
[10]
Criticism and statistical notes
Critics of the film, including McDonald's, argue that the author intentionally consumed an average of 5,000 calories
per day and did not exercise, and that the results would have been the same regardless of the source of overeating.
[11]
One reviewer pointed out "he's telling us something everyone already knows: Fast food is bad for you."
[12]
Robert
Davis of Paste implied the film is an example of "how the ignorance of, or willful distortion of, basic scientific
methods is used to manipulate public opinion."
[13]
In the comedic documentary reply Fat Head, Tom Naughton "suggests that Spurlock's calorie and fat counts don't
add up" and criticizes Spurlock's refusal to publish the Super Size Me food log; The Houston Chronicle reports:
"Unlike Spurlock, Naughton has a page on his Web site that lists every item (including nutritional information) he
ate during his fast-food month."
[14]
The film addresses such objections by highlighting that a part of the reason for
Spurlock's deteriorating health was not just the high calorie intake but also the high quantity of sugar relative to
vitamins and minerals in the McDonald's menu, which is similar in that regard to the nutritional content of the menus
Super Size Me
134
of most other U.S. fast-food chains.
[citation needed]
About 1/3 of Spurlock's calories came from sugar. His nutritionist,
Bridget Bennett RD, cited him about his excess intake of sugar from "milkshakes and cokes". It is revealed toward
the end of the movie that over the course of the diet, he consumed "over 30 pounds of sugar, and over 12 lbs. of fat
from their food."
[15]
Soso Whaley, an independent film producer, made a YouTube movie reply titled Me and Mickey D's, in which she
also ate all meals at McDonald's, yet lost weight20 pounds over 60 days; 30 pounds in 90 days. Whaley's results
were quite different because of the reduced calorie diet, and inclusion of exercise. Some of Whaley's requirements
for her meals were the same as Spurlock's (had to eat everything on the menu over the course of the experiment,
etc.); but some were different (she didn't have to clean the plateSpurlock required himself to do so). Whaley also
documented her meals by saving the receipts. Whaley's film has been criticized by Sourcewatch,
[16]
as before the
project began the teaser asked, "Will Eat at McDonald's for 30 Days and Lose Weight?", although the advertising by
Spurlock's film said the same thing, but only reversed.
[17]
Impact
In the United Kingdom, McDonald's placed a brief ad in the trailers of showings of the film, pointing to the website
www.supersizeme-thedebate.co.uk.
[18]
The ads stated, "See what we disagree with. See what we agree with."
The film was the inspiration for the BBC television series The Supersizers... in which the presenters dine on
historical meals and take medical tests to ascertain the impact on their health.
[19]
References
[2] McFat Litigation I Pelman v. McDonald's Corp., 237 F.Supp.2d 512 (S.D.N.Y. Jan 22, 2003) (http:/ / biotech. law. lsu. edu/ cases/ food/
pelman01. htm). Biotech.law.lsu.edu. Retrieved on 2012-12-31.
[3] Breaking the Food Seduction: The Hidden Reasons Behind Food Cravings and Seven Steps to End Them Naturally by Neal Barnard, M.D.,
St. Martins Press (June 2003)
[6] Figure supplied by Mark Fenton, former editor Walking Magazine, in scene from the movie'
[8] [8] Spurlock, in audio commentary track
[9] Morgan, Spurlock. Don't Eat This Book. New York: G.P Putnam Sons, 2005. 245. Print.
[11] McDonalds UK position on Super Size Me (http:/ / web. archive. org/ web/ 20071012135323/ http:/ / mcdonalds. co. uk/ pages/ global/
supersize. html). mcdonalds.co.uk (August, 2004)
[15] [15] Scenes from movie. About 2000 calories in a lb. of sugar, of nearly 5000 calories consumed per day, accounts for just under 36% percent of
his caloric intake
[18] ( archive (http:/ / web. archive. org/ web/ 20070202013552/ http:/ / www. supersizeme-thedebate. co. uk/ ))
External links
Super Size Me (http:/ / www. imdb. com/ title/ tt0390521/ ) at the Internet Movie Database
Super Size Me (http:/ / www. allrovi. com/ movies/ movie/ v301680) at AllRovi
Super Size Me (http:/ / www. rottentomatoes. com/ m/ super_size_me/ ) at Rotten Tomatoes
Super Size Me (http:/ / www. boxofficemojo. com/ movies/ ?id=supersizeme. htm) at Box Office Mojo
135
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McDonaldization is a term used by sociologist George Ritzer in his book The McDonaldization of Society (1993).
He explains it occurs when a culture possesses the characteristics of a fast-food restaurant. McDonaldization is a
reconceptualization of rationalization, or moving from traditional to rational modes of thought, and scientific
management. Where Max Weber used the model of the bureaucracy to represent the direction of this changing
society, Ritzer sees the fast-food restaurant as having become a more representative contemporary paradigm (Ritzer,
2004:553). In contemporary society, the concept of McDonaldization is gaining attention in different aspects such as
culture. McDonaldization thesis in cultural version is a comparatively recent idea of the world wide homogenization
of cultures.
[1]
The process of McDonaldization can be summarized as the way in which "the principles of the
fast-food restaurant are coming to dominate more and more sectors of American society as well as of the rest of the
world."
[2]
Aspects
Ritzer highlighted four primary components of McDonaldization:
Efficiency the optimal method for accomplishing a task. In this context, Ritzer has a very specific meaning of
"efficiency". In the example of McDonald's customers, it is the fastest way to get from being hungry to being full.
Efficiency in McDonaldization means that every aspect of the organization is geared toward the minimization of
time.
[]
Calculability objective should be quantifiable (e.g., sales) rather than subjective (e.g., taste). McDonaldization
developed the notion that quantity equals quality, and that a large amount of product delivered to the customer in
a short amount of time is the same as a high quality product. This allows people to quantify how much they're
getting versus how much theyre paying. Organizations want consumers to believe that they are getting a large
amount of product for not a lot of money. Workers in these organizations are judged by how fast they are instead
of the quality of work they do.
[]
McDonaldization
137
Predictability standardized and uniform services. "Predictability" means that no matter where a person goes,
they will receive the same service and receive the same product every time when interacting with the
McDonaldized organization. This also applies to the workers in those organizations. Their tasks are highly
repetitive, highly routine, and predictable.
[]
Control standardized and uniform employees, replacement of human by non-human technologies
With these four principles of the fast food industry, a strategy which is rational within a narrow scope can lead to
outcomes that are harmful or irrational. As these processes spread to other parts of society, modern societys new
social and cultural characteristics are created. For example, as McDonalds enters a country and consumer patterns
are unified, cultural hybridization occurs.
Irrationality of Rationality
Ritzer also outlines Irrationality of Rationality as a fifth aspect of McDonaldization. "Most specifically, irrationality
means that rational systems are unreasonable systems. By that I mean that they deny the basic humanity, the human
reason, of the people who work within or are served by them." (Ritzer 1994:154)
Ritzer introduces this during Chapter Two (The Past, Present, and Future of McDonaldization: From the Iron Cage to
the Fast-Food Factory and Beyond) of his book "The McDonaldization of Society" in the sub-section Irrationality
and the "Iron Cage." He states that "Despite the advantages it offers, bureaucracy suffers from the irrationality of
rationality. Like a fast-food restaurant, a bureaucracy can be a dehumanizing place in which to work and by which to
be served." In short; "settings in which people cannot always behave as human beings"
He further states that beyond dehumanization further irrationalities emerge; including the inefficient masses of red
tape, over quantification leading to low quality work, unpredictability as employees grow unclear about what they
are supposed to do, or the loss of control due to other inadequacies.
De-McDonaldization
Many corporations have been making an effort to deny the rationalization of McDonaldization. Efforts are related to
focusing on quality instead of quantity, enjoying the unpredictability of service and product and employing more
skilled workers without any outside control. Protests have also been rising in nation-states in order to slow down the
process of Mcdonaldization and to protect their localization and traditional value.
[3]
In the book "The McDonaldization of Society" by George Ritzer, he discusses and provides his perspective of the
modern world in the view of fast-food restaurant. Another interesting political theorist who provides a negative view
on the atmosphere that Mcdonaldization has created is Hannah Arendt. She is a political theorist who highlights the
corruption of human world from rationalistic feature (as discussed in Ritzer's book)in her reporting of the Eichmann
trial for The New Yorker Eichmann in Jerusalem: A Report on the Banality of Evil. She indirectly argues the need
for humane insight in order for de-McDonaldization to slowly take its place. Pippa Norris and Ronald Inglehart
question the extent to which McDonaldization has really been occurring in their book Cosmopolitan
Communications: Cultural Diversity in a Globalized World, finding national cultures resilient in the face of
globalization.
Also some local case studies show how the rational model of McDonald's adjust to local cultural preferences and the
result is a diminution of the original McDonald's product. In fact, the more the company adjusts to local conditions
the more appeal of the specifically American product may be lost. At the end of the day, McDonald's is a
contributing factor to glocalization.
[4]
McDonaldization
138
Examples of Mcdonaldization
Junk-journalism, defined here as inoffensive and trivial news served up in palatable portions, is an example of
Mcdonaldization. Another example could be McUniversities, which features modularized curricula, delivering
degrees in a fast-track pick-and-mix fashion to satisfy all tastes. The diminished quality of these products can only be
disguised by extensive advertising which constantly repackages them to look new.
[5]
Response of McDonald's
The response from McDonald's, expressed by its representatives in the United Kingdom, is that Ritzer, like other
commentators, uses the company's size and brand recognition to promote ideas that do not necessarily relate to the
company's business practices.
[6]
References
[1] Pieterse, Jan Nederveen. Globalization and Culture: Global Melange. Rowman & Littlefield, 2009.3.28
[2] [2] (Ritzer, 1993:1)
[4] Turner, Bryan S. McDonaldization Linearity and Liquidity in Consumer Cultures. Sage Journals University at Cambridge, 2003, June 4 2012
<http://abs.sagepub.com/content/47/2/137.full.pdf+html>
[5] GORDON MARSHALL. "McDonaldization." A Dictionary of Sociology. 1998. Encyclopedia.com. 8 Apr. 2013
<http://www.encyclopedia.com>.
Further reading
The McDonaldization of Society by George Ritzer (ISBN 0-7619-8812-2)
McDonaldization: The Reader by George Ritzer (ISBN 0-7619-8767-3)
The McDonaldization Thesis: Explorations and Extensions by George Ritzer (ISBN 0-7619-5540-2)
McDonaldization of America's Police, Courts, and Corrections by Matthew B. Robinson
McCitizens by Bryan Turner
Resisting McDonaldization, ed. Barry Smart
Golden Arches East: McDonald's in East Asia by James L. Watson
Sociology of Consumption: Fast Food, Credit Cards and Casinos, ed. George Ritzer
The McDonaldization of Higher Education, ed. Dennis Hayes & Robert Wynyard
Enchanting a Disenchanted World by George Ritzer
The McDonaldization of the Church by John Drane
139
Legal Cases
McDonald's legal cases
McDonald's
Type Public
Traded as
NYSE:MCD
[1]
S&P 500 Component
Number of locations
34,000+ worldwide
[1]
(Chairman)
Don Thompson
(President and CEO)
Products Fast food
Revenue
US$ 27.56 billion (2012)
[]
Operating income
US$ 8.60 billion (2012)
[]
Net income
US$ 5.46 billion (2012)
[]
Total assets
US$ 35.39 billion (2012)
[]
Total equity
US$ 15.29 billion (2012)
[]
Employees
1,800,000 (2013)
[2]
Website
[4]
140
McDonald's has been involved in a number of lawsuits and other legal cases in the course of the fast food chain's
70-year history. Many of these have involved trademark issues, but McDonald's has also launched a defamation suit
constituting "the biggest corporate PR disaster in history".
[3]
Defamation
McLibel (UK)
In 1990, McDonald's took environmental campaigners Helen Steel and Dave Morris to court after they distributed
leaflets entitled "What's Wrong with McDonald's?" on the streets of London. The high-profile trial, which came to be
known as the McLibel Case, lasted seven and a half years, the longest in English legal history.
An anti-McDonalds leafletting campaign in front
of the McDonalds restaurant in Leicester Square,
season, 2004-10-16.
Though a High Court judge eventually ruled in favour of McDonald's
on some counts, John Vidal called it a Pyrrhic victory. The extended
legal battle was a PR disaster, with every aspect of the company's
working practices being scrutinised and the media presenting the case
as a David and Goliath battle. Additionally, the damages received were
negligible compared to the company's estimated 10 million legal costs
because the court ruled in favour of a number of the defendants' claims,
including that McDonald's exploited children in its advertising, was
anti-trade union and indirectly exploited and caused suffering to
animals. McDonald's was awarded 60,000 damages, which was later
reduced to 40,000 by the Court of Appeal. Steel and Morris
announced they had no intention of ever paying, and the company later
confirmed it would not be pursuing the money. Steel and Morris went on to challenge UK libel laws in the European
Court of Human Rights, claiming that the lack of access to legal aid and the heavy burden of proof that lay with
them, as the defendants' requirement to prove their claims under UK law was a breach of the right to a fair trial and
freedom of expression. The court ruled in their favour
[4]
and the UK Government was forced to introduce legislation
to change defamation laws.
[citation needed]
Trademark and copyright
MacJoy (Philippines)
In 2004, McDonald's sued Cebu-based fast food restaurant MacJoy for using a very similar trade name. In its
defense, MacJoy insisted that it was the first user of the mark under the title "MACJOY & DEVICE" for its business
in Cebu City which started in 1987, five years before McDonald's opened its first outlet in the same city. MacJoy
stated that the requirement of actual use in commerce in the Philippines before one may register a trademark
pertains to the territorial jurisdiction on a national scale and is not merely confined to a certain locality or region. It
added that "MacJoy" is a term of endearment for the owner's niece whose name is Scarlett Yu Carcel. In response,
McDonald's claimed that there was no connection with the name Scarlett Yu Carcel to merit the coinage of the word
"MacJoy" and that the only logical conclusion over the name is to help the Cebu restaurant ride high on their
(McDonald's) established reputation.
On February 2007, the Philippine Supreme Court upheld the right of McDonald's over its registered and
internationally-recognized trademarks.
[5]
As a result, the owners of MacJoy, the Espina family, was forced to change
its trademark into MyJoy,
[6]
which went into effect with the re-opening of its two branches in Cebu City on August
that year.
141
McCoffee (US)
In 1994, McDonald's successfully forced Elizabeth McCaughey of the San Francisco Bay Area to change the trading
name of her coffee shop McCoffee, which had operated under that name for 17 years. "This is the moment I
surrendered the little 'c' to corporate America," said Elizabeth McCaughey, who had named it as an adaptation of her
surname.
[7]
Norman McDonald's Country Drive-Inn (US)
From the early 1960s to the mid-1980s, Norman McDonald ran a small "Country Drive-Inn" restaurant in Philpot,
Kentucky called simply "McDonald's Hamburgers; Country Drive-Inn", which at the time also had a gas station and
convenience store. As a play on the real McDonald's, Norman also included a couple of lit "golden arches".
McDonald's the restaurant chain forced Norman to remove the arches and add the full Norman McDonald's name to
its sign so customers would not be confused into thinking the restaurant was affiliated with the McDonald's
restaurant chain. The restaurant is still open to this day (though it no longer has the gas station).
McChina Wok Away (UK)
In 2001, McDonalds lost a nine-year legal action against Frank Yuen, owner of McChina Wok Away, a small chain
of Chinese takeaway outlets in London. Justice David Neuberger ruled the McChina name would not cause any
confusion among customers and that McDonald's had no right to the prefix Mc.
[8]
McMunchies (UK)
In 1996, McDonald's forced Scottish sandwich shop owner Mary Blair of Fenny Stratford, Buckinghamshire to drop
McMunchies as her trading name. Mrs. Blair did not sell burgers or chips. She said she chose the name because she
liked the word munchies and wanted the cafe to have a Scottish feel. The cafe's sign reflected this, featuring a
Scottish thistle and a St Andrew's flag. But in a statement to Mrs. Blair's solicitors, McDonald's said if someone used
the Mc prefix, even unintentionally, they were using something that does not belong to them.
[9]
MacDonald's (UK - Cayman Islands)
McDonald's filed a lawsuit against MacDonald's Family Restaurant, located in Grand Cayman. McDonald's lost the
case, and in addition, was banned from ever opening a McDonald's location on Grand Cayman. This ruling still
stands today.
McAllan (Denmark)
In 1996, McDonald's lost a legal battle at the Danish Supreme Court to force Allan Pedersen, a hotdog vendor, to
drop his shop name McAllan.
[10]
Pedersen had previously visited Scotland on whisky-tasting tours. He named his
business after his favorite brand of whisky, MacAllan's, after contacting the distillery to see if they would object.
They did not, but McDonald's did. However, the court ruled customers could tell the difference between a one-man
vendor and a multi-national chain and ordered McDonald's to pay 40,000 kroner ($6,900) in court costs. The verdict
cannot be appealed.
142
McCurry (Malaysia)
In 2006, McDonald's won an initial judgment after a five-year legal battle in Malaysia against a small restaurant
named "McCurry". The defendant claimed that McCurry stood for Malaysian Chicken Curry, but a High Court judge
ruled that the prefix Mc and the use of colors distinctive of the McDonald's brand could confuse and deceive
customers.
[11]
In April 2009, however, a retrial overturned the verdict, and in September 2009, McDonalds lost the eight-year
trademark battle in a precedent-setting judgment by Malaysias highest court. The Federal Court ruled that
McDonalds cannot appeal against another courts verdict that had allowed McCurry to use "Mc" in its name. The
ruling by a three-member panel of the Federal Court ends all legal avenues for McDonalds to protect its name from
what it said was a trademark infringement. On the basis of unanimous decision, our view is that McDonalds plea to
carry the case forward has no merit," said chief judge Arifin Zakaria. It is unfortunate that we have to dismiss the
application with costs, he said. McDonalds will have to pay RM10,000 to McCurry, a popular eatery in Jalan Ipoh
on the edge of Kuala Lumpurs downtown.
[12][13]
McDonalds lawyers refused to comment, except to say the company will abide by the judgment. A three-member
Appeal Court panel had ruled in favour of McCurry Restaurant in April, 2009, when it overturned a 2006 High Court
ruling that had upheld McDonalds contention. Arifin said McDonalds lawyers were unable to point out faults in the
Appeal Court judgment, which had said there was no evidence to show that McCurry was passing off McDonalds
business as its own. The Appeals Court also said McDonalds cannot claim an exclusive right to the "Mc" prefix in
the country.
South African trademark law
Apartheid politics had prevented earlier expansion into South Africa, but as the apartheid regime came to an end in
the early 1990s, McDonald's decided to expand there. The company had already recognized South Africa as a
potentially significant market and had registered its name as a trademark there in 1968.
Under South African law, trademarks cease to be the property of a company if they are not used for a certain amount
of time. McDonald's had renewed the 1968 registration several times, but missed a renewal deadline. The registration
expired and McDonalds discovered two fast food restaurants in South Africa were trading under the name
MacDonalds. Moreover, a businessman had applied to register the McDonalds name.
Multiple lawsuits were filed. The fast food chain was stunned when the court ruled it had lost the rights to its
world-famous name in South Africa. However, the company eventually won on appeal.
[14]
The real Ronald McDonald (US)
The company waged an unsuccessful 26-year legal action against McDonald's Family Restaurant which was opened
by a man legally named Ronald McDonald in Fairbury, Illinois in 1956.
[15]
Mr. McDonald ultimately continued to
use his name on his restaurant, despite objections by the franchise.
[16]
The McBrat case (Australia)
In 2005, McDonalds tried to stop a Queensland lawyer, Malcolm McBratney, from using the name 'McBrat' on the
shorts of the Brisbane Irish Football team. McDonalds claimed the McBrat name should not be registered because it
was too similar to its McKids trade mark, since the word 'brat' is another term for 'kid'. McBratney, a solicitor
specialising in trademarks and intellectual property, argued that his family name had been used in Ireland since the
1600s, and that he had a right to use an abbreviation of that name. In 2006, the Delegate of the Register of Trade
Marks held that McBratney could register 'McBrat' as a trademark and that McDonald's had no intellectual property
rights over 'Mc' and 'Mac' prefixed words.
[17]
143
McBratney, who specialises in intellectual property law, then brought a suit against McDonald's for its registration,
in Australia in 1987, of 'McKids'. This trademark had never been used in Australia and can therefore be removed for
non-use.
Cases brought against McDonald's
H.R. Pufnstuf / McDonaldland
In 1973, Sid and Marty Krofft, the creators of H.R. Pufnstuf, successfully sued McDonald's in Sid & Marty Krofft
Television Productions Inc. v. McDonald's Corp., arguing that the entire McDonaldland premise was essentially a
ripoff of their television show. In specific, the Kroffts claimed that the character Mayor McCheese was a direct copy
of their character, "H.R. Pufnstuf" (being a mayor himself). McDonald's initially was ordered to pay $50,000.
[18]
The
case was later remanded as to damages, and McDonald's was ordered to pay the Kroffts more than $1 million.
[19]
McDonaldland itself, as it was depicted in the commercials, was a magical place where plants, foods, and inanimate
objects were living, speaking characters. In addition to being the home to Ronald and the other core characters,
McDonaldland boasted "Thick shake volcanoes", anthropomorphized "Apple pie trees", "The Hamburger Patch"
(where McDonald's hamburgers grew out of the ground like plants), "Filet-O-Fish Lake", and many other fanciful
features based around various McDonald's menu items. In the commercials, the various beings are played by puppets
or costumed performers, very similar to the popular H.R. Pufnstuf program.
McDonald's had originally hoped the Kroffts would agree to license its characters for commercial promotions. When
they declined, McDonaldland was created, purposely based on the H.R. Pufnstuf show in an attempt to duplicate the
appeal.
After the lawsuit, the concept of the "magical place" was all but phased out of the commercials, as were many of the
original characters. Those that remained would be Ronald, Grimace, The Hamburglar, and the Fry Kids.
McSleep (Quality Inns International)
In 1988, Quality Inns was planning to open a new chain of economy hotels under the name "McSleep." After
McDonald's demanded that Quality Inns not use the name because it infringed, the hotel company filed a suit in
federal court seeking a declaratory judgment that "McSleep" did not infringe. McDonald's counterclaimed, alleging
trademark infringement and unfair competition. Eventually, McDonald's prevailed. The court's opinion noted that the
prefix "Mc" added to a generic word has acquired secondary meaning, so that in the eyes of the public it means
McDonalds, and therefore the name "McSleep" would infringe on McDonald's trademarks.
[20]
Viz top tips (UK)
In 1996, British adult comic Viz accused McDonald's of plagiarizing the name and format of its longstanding Top
Tips feature, in which readers offer sarcastic tips. McDonald's had created an advertising campaign of the same
name, which showcased the Top Tips (and then suggested the money-saving alternative - going to McDonald's).
Some of the similarities were almost word-for-word:
"Save a fortune on laundry bills. Give your dirty shirts to Oxfam. They will wash and iron them, and then you
can buy them back for 50p." Viz Top Tip, published May 1989.
"Save a fortune on laundry bills. Give your dirty shirts to a second-hand shop. They will wash and iron them,
and then you can buy them back for 50p." McDonald's advert, 1996
The case was settled out of court for an undisclosed sum, which was donated to the charity appeal Comic Relief.
However, many Viz readers believed that the comic had given permission for their use, leading to Top Tips
submissions such as: "Geordie magazine editors. Continue paying your mortgage and buying expensive train sets...
by simply licensing the Top Tips concept to a multinational burger corporation."
[21]
144
Beef French fries
Lawsuits were brought against the McDonald's Corporation in the early 1990s for including beef in its French fries
despite claims that the fries were vegetarian. In fact, beef flavoring is added to the fries during the production
phase.
[22]
The case revolved around a 1990 McDonalds press release stating that the company's French fries would
be cooked in 100% vegetable oil and a 1993 letter to a customer that claimed their French fries are vegetarian.
[23]
McDonald's denied this.
[24]
The lawsuits ended in 2002 when McDonald's announced it would issue another apology
and pay $100M to vegetarians and religious groups. Subsequent oversight by the courts was required to ensure that
the money that was paid by McDonald's: "to use the funds for programs serving the interests of people following
vegetarian dietary practices in the broadest sense." There was some controversy in this ruling, as it benefited
non-vegetarian groups such as research institutions that research vegetarian diets but do not benefit vegetarians. In
2005, the appeal filed by vegetarians against the list of recipients in this case was denied, and the recipients of the
$10M chosen by McDonald's was upheld.
Further ingredient-related lawsuits have been brought against McDonald's since 2006. McDonald's had included its
French fries on its website in a list of gluten-free products; these lawsuits claim children suffered severe intestinal
damage as a result of unpublicized changes to McDonald's French fry recipe. McDonald's has provided a more
complete ingredient list for its French fries more recently. Over 20 lawsuits have been brought against McDonald's
regarding this issue, which the McDonald's Corporation has attempted to consolidate.
[citation needed]
Labor
Coalition of Immokalee workers (US)
In March 2001, the Coalition of Immokalee Workers, a group of South Florida farmworkers, began a campaign
demanding better wages for the people who pick the tomatoes used by McDonald's and other fast food
companies.
[25]
McDonald's was the second target after the group succeeded against Taco Bell.
[26]
Advertising
Fries advertisement (UK)
In 2003, a ruling by the UK Advertising Standards Authority determined that the corporation had acted in breach of
the codes of practice in describing how its French fries were prepared.
[27]
A McDonald's print ad stated that "after
selecting certain potatoes", "we peel them, slice them, fry them and that's it." It showed a picture of a potato in a
McDonald's fries box. In fact, the product was sliced, pre-fried, sometimes had dextrose added, was then frozen,
shipped, and re-fried and then had salt added.
"McMatch and Win Monopoly" Promotion (Australia)
In 2001, 34 claimants (representing some 7,000 claimants)
[28]
failed in a class action against McDonald's for false
and misleading conduct arising from the "McMatch & Win Monopoly" promotion before Justice John Dowsett of the
Federal Court of Australia.
[29]
The claimants had attempted to claim prizes from the 1999 promotion using game
tokens from the 1998 promotion, arguing unsuccessfully that the remaining 1998 tokens may have been distributed
accidentally by McDonald's in 1999.
145
Health and safety
Also known as the "McDonald's coffee case", Liebeck v. McDonald's is a well-known product liability lawsuit that
became a flash point in the debate in the U.S. over tort reform after a jury awarded $2.9 million to Stella Liebeck, a
79-year-old woman from Albuquerque, New Mexico, who sued McDonald's after she suffered third-degree burns
from hot coffee was spilled on her at one of the company's drive-thrus in 1992.
[30]
The trial judge reduced the total
award to $640,000, and the parties settled for a confidential amount before an appeal was decided. The case entered
popular understanding as an example of frivolous litigation;
[31]
ABC News calls the case "the poster child of
excessive lawsuits."
[32]
Trial-lawyer groups such as the Association of Trial Lawyers of America and other
opponents of tort reform sometimes argue that the suit was justified because of the extent of Liebeck's injuries.
[33]
References
[4] ECHR, Steel and Morris v. the United Kingdom, February 15, 2005, application no. 68416/01 (http:/ / cmiskp. echr. coe. int/ tkp197/ view.
asp?action=html& documentId=717965& portal=hbkm& source=externalbydocnumber&
table=F69A27FD8FB86142BF01C1166DEA398649)
[5] Philippine Supreme Court upholds McDonald's trademark rights (http:/ / www. marketwatch. com/ news/ story/
philippine-supreme-court-upholds-mcdonalds/ story. aspx?guid={9F6919C5-CCF2-455A-B8A1-BCF4E9E9C4E4}). MarketWatch. February
7, 2007.
[22] (Block vs. McDonald's Corp., Sharma vs. McDonald's Corp., Bansal v. McDonald's Corp., Zimmerman v. McDonald's Corp.) PDF (http:/ /
www.compassionatespirit.com/ images/ Appeals-court. PDF)
[30] Liebeck v. McDonald's Restaurants, P.T.S., Inc., No. D-202 CV-93-02419, 1995 WL 360309 (Bernalillo County, N.M. Dist. Ct. Aug. 18,
1994) details from nmcourts.com (http:/ / www.nmcourts. com/ caselookup/ searchDetail. htm?caseId=D-202-CV-9302419& caseTitle=&
fromDate=2000-01-19& toDate=2000-02-19& fromPage=psr)
[31] [31] Mark B. Greenlee, "Kramer v. Java World: Images, Issues, and Idols in the Debate Over Tort Reform," 26 Cap. U.L. Rev. 701
[32] ABC News, "I'm Being Sued for What?" (http:/ / abcnews. go. com/ TheLaw/ Story?id=3121086& page=1), May 2, 2007
[33] See Gerlin. See also Ralph Nader & Wesley J. Smith, No Contest: Corporate Lawyers and the Perversion of Justice in America (1996)
ISBN 0-375-75258-7, 268
External links
McDonald's (http:/ / www. mcdonalds. com/ ) official worldwide website
McSpotlight (http:/ / www. mcspotlight. org/ ), an anti-McDonald's site, which includes extensive coverage of
legal cases. Mainly contains older information up to 2005.
McDonald's in the news (http:/ / www. licenseenews. com/ news/ index. html) - an extensive list of links to news
articles about McDonald's, including coverage of legal cases, from a website aimed at franchisees of the
company.
The Stella Liebeck McDonald's Hot Coffee Case FAQ (http:/ / www. abnormaluse. com/ 2011/ 01/
stella-liebeck-mcdonalds-hot-coffee. html) at Abnormal Use
Liebeck v. McDonald's Restaurants
146
Liebeck v. McDonalds Restaurants
Full case name Stella Liebeck v. McDonald's Restaurants, P.T.S., Inc. and McDonald's International, Inc.
Date decided August 18, 1994
Citation(s) 1994 Extra LEXIS 23 (Bernalillo County, N.M. Dist. Ct. 1994), 1995 WL 360309 (Bernalillo County, N.M. Dist. Ct. 1994),
Judge(s) sitting Robert H. Scott
Liebeck v. McDonald's Restaurants,
[1]
also known as the McDonald's coffee case and the hot coffee lawsuit, was
a 1994 product liability lawsuit that became a flashpoint in the debate in the United States over tort reform. A New
Mexico civil jury awarded $2.86 million to plaintiff Stella Liebeck who had suffered third-degree burns in her pelvic
region when she accidentally spilled hot coffee in her lap after purchasing it from a McDonald's restaurant. Liebeck
was hospitalized for eight days while she underwent skin grafting, followed by two years of medical treatment.
Liebeck's attorneys argued that at 180190F (8288C), McDonald's coffee was defective, claiming it was too hot
and more likely to cause serious injury than coffee served at any other establishment. McDonald's had refused
several prior opportunities to settle for less than what the jury ultimately awarded.
[2]
The jury damages included
$160,000
[3]
to cover medical expenses and compensatory damages and $2.7 million in punitive damages. The trial
judge reduced the final verdict to $640,000, and the parties settled for a confidential amount before an appeal was
decided.
The case was said by some to be an example of frivolous litigation;
[4]
ABC News called the case "the poster child of
excessive lawsuits",
[5]
while Jonathan Turley stated that the claim was "a meaningful and worthy lawsuit".
[6]
In June
2011, HBO premiered a documentary that discussed in depth how the Liebeck case has centered in debates on tort
reform.
[][]
Background
Burn incident
On February 27, 1992, Stella Liebeck, a 79-year-old woman from Albuquerque, New Mexico, ordered a 49-cent cup
of coffee from the drive-through window of a local McDonald's restaurant located at 5001 Gibson Boulevard S.E.
Liebeck was in the passenger's seat of her grandson's Ford Probe, which didn't have cup holders, and her grandson
Chris parked the car so that Liebeck could add cream and sugar to her coffee. Liebeck placed the coffee cup between
her knees and pulled the far side of the lid toward her to remove it. In the process, she spilled the entire cup of coffee
on her lap.
[7]
Liebeck was wearing cotton sweatpants; they absorbed the coffee and held it against her skin, scalding
her thighs, buttocks, and groin.
[8]
Liebeck was taken to the hospital, where it was determined that she had suffered third-degree burns on six percent of
her skin and lesser burns over sixteen percent.
[9]
She remained in the hospital for eight days while she underwent
skin grafting. During this period, Liebeck lost 20 pounds (9kg, nearly 20% of her body weight), reducing her down
to 83 pounds (38kg).
[10]
Two years of medical treatment followed.
147
Pre-trial
Liebeck sought to settle with McDonald's for $20,000 to cover her actual and anticipated expenses. Her past medical
expenses were $10,500; her anticipated future medical expenses were approximately $2,500; and her loss of income
was approximately $5,000 for a total of approximately $18,000.
[11]
Instead, the company offered only $800. When
McDonald's refused to raise its offer, Liebeck retained Texas attorney Reed Morgan. Morgan filed suit in New
Mexico District Court accusing McDonald's of "gross negligence" for selling coffee that was "unreasonably
dangerous" and "defectively manufactured". McDonald's refused Morgan's offer to settle for $90,000.
[2]
Morgan
offered to settle for $300,000, and a mediator suggested $225,000 just before trial, but McDonald's refused these
final pre-trial attempts to settle.
[2]
Trial and verdict
The trial took place from August 817, 1994, before New Mexico District Court Judge Robert H. Scott.
[12]
During
the case, Liebeck's attorneys discovered that McDonald's required franchisees to serve coffee at 180190F
(8288C). At that temperature, the coffee would cause a third-degree burn in two to seven seconds. Liebeck's
attorney argued that coffee should never be served hotter than 140 F (60C), and that a number of other
establishments served coffee at a substantially lower temperature than McDonald's. Liebeck's lawyers presented the
jury with evidence that 180 F (82C) coffee like that McDonalds served may produce third-degree burns (where
skin grafting is necessary) in about 12 to 15 seconds. Lowering the temperature to 160 F (71C) would increase the
time for the coffee to produce such a burn to 20 seconds. Liebeck's attorneys argued that these extra seconds could
provide adequate time to remove the coffee from exposed skin, thereby preventing many burns. McDonald's claimed
that the reason for serving such hot coffee in its drive-through windows was that those who purchased the coffee
typically were commuters who wanted to drive a distance with the coffee; the high initial temperature would keep
the coffee hot during the trip.
[2]
However, the company's own research showed that some customers intend to
consume the coffee immediately while driving.
[3]
Other documents obtained from McDonald's showed that from 1982 to 1992 the company had received more than
700 reports of people burned by McDonald's coffee to varying degrees of severity, and had settled claims arising
from scalding injuries for more than $500,000.
[2]
McDonald's quality control manager, Christopher Appleton,
testified that this number of injuries was insufficient to cause the company to evaluate its practices. He argued that
all foods hotter than 130 F (54C) constituted a burn hazard, and that restaurants had more pressing dangers to
warn about. The plaintiffs argued that Appleton conceded that McDonald's coffee would burn the mouth and throat if
consumed when served.
[13]
A twelve-person jury reached its verdict on August 18, 1994.
[12]
Applying the principles of comparative negligence,
the jury found that McDonald's was 80% responsible for the incident and Liebeck was 20% at fault. Though there
was a warning on the coffee cup, the jury decided that the warning was neither large enough nor sufficient. They
awarded Liebeck US$200,000 in compensatory damages, which was then reduced by 20% to $160,000. In addition,
they awarded her $2.7 million in punitive damages. The jurors apparently arrived at this figure from Morgan's
suggestion to penalize McDonald's for one or two days' worth of coffee revenues, which were about $1.35 million
per day.
[2]
The judge reduced punitive damages to $480,000, three times the compensatory amount, for a total of
$640,000. The decision was appealed by both McDonald's and Liebeck in December 1994, but the parties settled out
of court for an undisclosed amount less than $600,000.
[14]
148
Aftermath
The case was said by some to be an example of frivolous litigation.
[4]
ABC News called the case "the poster child of
excessive lawsuits".
[5]
Jonathan Turley called the case "a meaningful and worthy lawsuit".
[6]
McDonald's asserts that
the outcome of the case was a fluke, and attributed the loss to poor communications and strategy by an unfamiliar
insurer representing a franchise.
[]
Liebeck's attorney, Reed Morgan, and the Association of Trial Lawyers of America
defended the result in Liebeck by claiming that McDonald's reduced the temperature of their coffee after the suit.
[]
Ten years after the settlement, Morgan was still litigating lawsuits against McDonald's over hot coffee burns.
[]
Detractors have argued that McDonald's refusal to offer more than an $800 settlement for the $10,500 in medical
bills indicated that the suit was meritless and highlighted the fact that Liebeck spilled the coffee on herself rather
than any wrongdoing on the company's part.
[15][16][17]
They also argued that the coffee was not defective because
McDonald's coffee conformed to industry standards,
[2]
and coffee continues to be served as hot or hotter today at
McDonald's and chains like Starbucks.
[17][]
They further assert that the vast majority of judges who consider similar
cases dismiss them before they get to a jury.
[18]
From 2002 to 2007, an offshoot from a weekly news column by
writer Randy Cassingham resulted in a website called the "Stella Awards", which purported to give awards to people
who filed "outrageous and frivolous lawsuits".
Similar lawsuits
In McMahon v. Bunn Matic Corporation (1998), Seventh Circuit Court of Appeals Judge Frank Easterbrook wrote a
unanimous opinion affirming dismissal of a similar lawsuit against coffeemaker manufacturer Bunn-O-Matic,
finding that 179 F (82C) hot coffee was not "unreasonably dangerous".
[19]
In Bogle v. McDonalds Restaurants Ltd. (2002), a similar lawsuit in England failed when the court rejected the
claim that McDonald's could have avoided injury by serving coffee at a lower temperature.
[20]
Since Liebeck, major vendors of coffee, including Chick-Fil-A,
[21]
Starbucks, Dunkin' Donuts, Wendy's, Burger
King,
[22]
hospitals,
[23]
and McDonald's
[24]
have been defendants in similar lawsuits over coffee-related burns. The
courts in these lawsuits did not find hot coffee unreasonably dangerous or defectively manufactured.
Coffee temperature
In 1994, a spokesman for the National Coffee Association said that the temperature of McDonald's coffee conformed
to industry standards.
[2]
An "admittedly unscientific" survey by the LA Times that year found that coffee was served
between 157 and 182F, and that two locations tested served hotter coffee than McDonald's.
[25]
Since Liebeck, McDonald's has not reduced the service temperature of its coffee.
[]
McDonald's policy today is to
serve coffee between 8090C (176194F),
[]
relying on more sternly-worded warnings on cups made of rigid
foam to avoid future liability, though it continues to face lawsuits over hot coffee.
[][26]
The Specialty Coffee
Association supports improved packaging methods rather than lowering the temperature at which coffee is served.
[]
The association has successfully aided the defense of subsequent coffee burn cases.
[27]
Similarly, as of 2004,
Starbucks sells coffee at 175185F (7985C), and the executive director of the Specialty Coffee Association of
America reported that the standard serving temperature is 160185F (7185C).
[]
Hot Coffee documentary
On June 27, 2011, HBO premiered a documentary about tort reform problems titled Hot Coffee.
[28]
A large portion
of the film covered Liebeck's lawsuit. This included news clips, comments from celebrities and politicians about the
case, as well as myths and misconceptions, including how many people thought she was driving when the incident
occurred and thought that she suffered only minor superficial burns. The film also discussed in great depth how
Liebeck v. McDonald's Restaurants is often used and misused to describe a frivolous lawsuit and referenced in
conjunction with tort reform efforts.
[]
It argued that corporations have spent millions distorting certain tort cases in
149
order to promote tort reform.
[]
References
[1] Liebeck v. McDonald's Restaurants, P.T.S., Inc., No. D-202 CV-93-02419, 1995 WL 360309 (Bernalillo County, N.M. Dist. Ct. August 18,
1994), docket entry from nmcourts.com (http:/ / www. nmcourts. com/ caselookup/ app?component=cnLink& page=SearchResults&
service=direct& session=T& sp=SD-202-CV-9302419)
[2] Andrea Gerlin, Wall Street Journal, "A Matter of Degree: How a Jury Decided that a Coffee Spill is Worth $2.9 Million", September 1, 1994,
p. A1, available from Reed Morgan's website (http:/ / www. reedmorganpc. com/ wsj_coffee. htm)
[3] "The Actual Facts About The Mcdonalds' Coffee Case" (http:/ / www. lectlaw. com/ files/ cur78. htm)
[4] [4] Mark B. Greenlee, "Kramer v. Java World: Images, Issues, and Idols in the Debate Over Tort Reform", 26 Cap. U.L. Rev. 701
[5] ABC News, "I'm Being Sued for What?" (http:/ / abcnews. go. com/ TheLaw/ Story?id=3121086& page=1), 2 May 2007
[6] Legal Urban Legends Hold Sway (http:/ / www.kentlaw. edu/ faculty/ rbrill/ classes/ BrillTortsF2007Eve/ CoursePages/ Course_docs/
Supp_material/ Frivolous_Suits. html)
[7] Michael McCann, William Haltom, and Anne Bloom, "LAW & SOCIETY SYMPOSIUM: Java Jive: Genealogy of a Juridical Icon", 56 U.
Miami L. Rev. 113 (October 2001), which describes the accident in detail
[8] See Gerlin. See also Ralph Nader & Wesley J. Smith, No Contest: Corporate Lawyers and the Perversion of Justice in America (1996) ISBN
0-375-75258-7, 268
[9] Nader & Smith, No Contest, 268
[10] Tort Law: The McDonald's Hot Coffee Case (http:/ / www. cooter-ulen. com/ tort_liability. htm#McDonald's)
[11] [11] Amended Complaint for Damages, Stella LIEBECK, Plaintiff, v. MCDONALD'S RESTAURANTS, P.T.S, Inc. and McDonald's
Corportion, Defendants. 1993 WL 13651163, District Court of New Mexico, (Bernalillo County, N.M. Dist. Ct. October 5, 1993)
[12] Liebeck v. McDonald's Restaurants, docket entry from nmcourts.com (http:/ / www. nmcourts. com/ caselookup/ app?component=cnLink&
page=SearchResults& service=direct& session=T& sp=SD-202-CV-9302419): :"08/18/1994 NCJ: JURY TRIAL 12 PERSON::Filing
Judgment entered solely against DF McDonald's and to PL for compensatory damages of $160,000.00 and punitive damages of
0$2,700,000.00plus interest and costs
[13] See Gerlin. See also trial and deposition transcripts reproduced in Nader & Smith, 270272
[14] [14] Daniel J. Shapiro, Punitive Damages, 43 La. B.J. 252, 254 n.1 (1995)
[15] [15] )
[16] Anthony J. Sebok, Dispatches from the Tort Wars: A Review Essay, 85 Tex. L. Rev. 1465, 150910.
[17] Ted Frank, "Urban legends and Stella Liebeck and the McDonald's coffee case" (http:/ / overlawyered. com/ index. php/ 2005/ 10/
urban-legends-and-stella-liebeck-and-the-mcdonalds-coffee-case/ ), Overlawyered.com, 20 October 2005
[18] See, e.g., McMahon v. Bunn-O-Matic, 150 F.3d 651, 654 (7th Cir. 1998)(listing cases).
[19] Judge Easterbrook: "The smell (and therefore the taste) of coffee depends heavily on the oils containing aromatic compounds that are
dissolved out of the beans during the brewing process. Brewing temperature should be close to 200F [93C] to dissolve them effectively,
but without causing the premature breakdown of these delicate molecules. Coffee smells and tastes best when these aromatic compounds
evaporate from the surface of the coffee as it is being drunk. Compounds vital to flavor have boiling points in the range of 150160F
[6671C], and the beverage therefore tastes best when it is this hot and the aromatics vaporize as it is being drunk. For coffee to be 150F
when imbibed, it must be hotter in the pot. Pouring a liquid increases its surface area and cools it; more heat is lost by contact with the cooler
container; if the consumer adds cream and sugar (plus a metal spoon to stir them) the liquid's temperature falls again. If the consumer carries
the container out for later consumption, the beverage cools still further." McMahon v. Bunn Matic Corporation (http:/ / laws. lp. findlaw. com/
7th/ 974131. html), 150 F.3d 651 (7th Cir. 1997)
[20] Judge Field of the Queen's Bench wrote: "If this submission be right, McDonald's should not have served drinks at any temperature which
would have caused a bad scalding injury. The evidence is that tea or coffee served at a temperature of 65C [149F] will cause a deep
thickness burn if it is in contact with the skin for just two seconds. Thus, if McDonalds were going to avoid the risk of injury by a deep
thickness burn they would have had to have served tea and coffee at between 55C and 60C. [131-140F] But tea ought to be brewed with
boiling water if it is to give its best flavour and coffee ought to be brewed at between 85C and 95C. [185-203F] Further, people generally
like to allow a hot drink to cool to the temperature they prefer. Accordingly, I have no doubt that tea and coffee served at between 55C and
60C would not have been acceptable to McDonald's customers. Indeed, on the evidence, I find that the public want to be able to buy tea and
coffee served hot, that is to say at a temperature of at least 65C, even though they know (as I think they must be taken to do for the purposes
of answering issues (1) and (2)) that there is a risk of a scalding injury if the drink is spilled." Bogle & Ors v McDonalds Restaurants Ltd.
(http:/ / www. bailii. org/ cgi-bin/ markup. cgi?doc=/ ew/ cases/ EWHC/ QB/ 2002/ 490. html) [2002] EWHC 490, at 33
[26] [26] Greenlee, 26 Cap. U.L. Rev. 701, 724
[27] Greenlee, 26 Cap. U.L. Rev. 701, 724 (citing Lesly Pogerew v. Brothers Gourmet Coffees Inc., No. 96-CV-93848 (Denver Co., Dist. Ct., CO
November 19, 1997)).
150
External links
The Stella Liebeck McDonald's Hot Coffee Case FAQ (http:/ / www. abnormaluse. com/ 2011/ 01/
stella-liebeck-mcdonalds-hot-coffee. html) at Abnormal Use
The Full Story Behind the Case and How Corporations Used it to Promote Tort Reform? (http:/ / www.
democracynow. org/ 2011/ 1/ 25/ do_you_know_the_full_story) video report by Democracy Now!
* "Hot Coffee Case, Do You Know the Truth" (http:/ / www. forthepeople. com/ hot-coffee-case. html) video by
Morgan and Morgan { Uploaded by: Jaime Tobin 8/11/2012 }
Thought the McDonalds Hot Coffee Spilling Lawsuit was Frivolous? (http:/ / www. cochranfirmdc. com/
dc-personal-injury-lawyer-attorney-on-the-famous-mcdonalds-hot-coffee-spill-lawsuit/ ) by David Haynes of The
Cochran Firm
McDonald's Restaurants v. Morris & Steel
McLibel case
Full case name McDonald's Corp v Steel (No.4)
Date decided 19 June 1997
Judge(s) sitting Pill LJ, May LJ, Keen J
Case history
Prior action(s) McDonald's Corporation v Steel & Morris (Trial) and 3 procedural appeals (McDonald's Corp v Steel No.1 - 3)
Subsequent action(s) Steel & Morris v United Kingdom
Subsequent ECHR decision
Court European Court of Human Rights (Fourth Section)
Full case name Steel & Morris v United Kingdom
Date decided 15 February 2005
Citation(s) application no. 68416/01
Judge(s) sitting M. Pellonp (President)
Keywords
Freedom of expression, libel, legal aid
McDonald's Corporation v Steel & Morris [1997] EWHC QB 366, known as "the McLibel case" was an English
lawsuit for libel filed by McDonald's Corporation against environmental activists Helen Steel and David Morris
(often referred to as "The McLibel Two") over a pamphlet critical of the company. Each of two hearings in English
courts found some of the leaflet's contested claims to be libellous and others to be true. The partial nature of the
victory, the David-and-Goliath nature of the case, and the drawn-out litigation embarrassed McDonald's.
The original case lasted ten years, making it the longest-running case in English history.
[1]
McDonald's announced
that it did not plan to collect the 40,000 that it was awarded by the courts.
[2]
Following the decision, the European
Court of Human Rights (ECHR) ruled in Steel & Morris v United Kingdom that the pair had been denied a fair
trial, in breach of Article 6 of the European Convention on Human Rights (right to a fair trial) and that their conduct
should have been protected by Article 10 of the Convention (right to freedom of expression). The court awarded a
judgment of 57,000 against the UK government.
[3]
McDonald's itself was not involved in, or a party to, this action,
as applications to the ECHR are independent cases filed against the relevant state. This judgement, given on 15
February 2005, represented the end of the pair's 20-year battle with McDonald's.
151
The technique used in the McLibel case is also anticipated to be used against companies marketing genetically
modified products.
[4]
Wikipedia:Please clarify A feature-length documentary film, McLibel, was made about the case
by Franny Armstrong. In 2013 the Guardian newspaper reported that one of the authors of the "McLibel leaflet" was
Bob Lambert, an undercover police officer who used the alias Bob Robinson in his five years infiltrating London
Greenpeace.
[5]
Facts
Beginning in 1986, "London Greenpeace", a small environmental campaigning group (not to be confused with the
larger Greenpeace International organisation, which they declined to join as they saw it being too "centralised and
mainstream for their tastes"
[6]
), distributed a pamphlet entitled Whats wrong with McDonalds: Everything they
dont want you to know.
This publication made a number of allegations against McDonald's. The leading allegations were that McDonald's:
is complicit in Third World starvation;
buys from greedy rulers and elites and practices economic imperialism;
wastes vast quantities of grain and water;
destroys rainforests with poisons and colonial invasions;
sells unhealthy, addictive junk food;
alters its food with artificial chemistry;
exploits children with its advertising;
is responsible for torture and murder of animals;
poisons customers with contaminated meat;
exploits its workers and bans unions;
hides its malfeasance.
[7]
It was later noted that the reach of the campaign was tiny compared with the level of ensuing controversy.
[8]
In 1989,
McDonald's responded to the publication of the leaflet by engaging private agents to infiltrate London Greenpeace in
order to gather evidence. Along with attending meetings, those agents broke into their offices and stole
documents.
[citation needed][9]
In 1990, McDonald's brought libel proceedings against five London Greenpeace
supporters, Paul Gravett, Andrew Clarke and Jonathan O'Farrell, as well as Steel and Morris, for distributing the
pamphlet on the streets of London. This case followed past instances in which McDonald's threatened to sue more
than fifty organisations for libel, including Channel 4 television and several major publications. In all such cases, the
media outlets settled, and offered apologies for the alleged libel.
[10]
Under English law, the burden of proving (on balance of probability) the literal truth of every disparaging statement
is on the defendant. This can be an expensive and time-consuming process. Three of the charged individuals
(Gravett, Clarke and O'Farrell) chose to apologise as requested by McDonald's. Steel and Morris, however, chose to
defend the case.
The two were denied Legal Aid, as was policy for libel cases, despite having very limited income.
[11]
Thus, they had
to represent themselves, though they received significant pro bono assistance. Steel and Morris called 180 witnesses,
seeking to prove their assertions about food poisoning, unpaid overtime, misleading claims about how much
McDonald's recycled, and "corporate spies sent to infiltrate the ranks of London Greenpeace".
[12]
McDonald's spent
several million pounds, while Steel and Morris spent 30,000; this disparity in funds meant Steel and Morris were
not able to call all the witnesses they wanted, especially witnesses from South America who were intended to
support their claims about McDonalds' activities in that continent's rain forests.
[13]
In its libel allegation, McDonald's asserted that all claims in the pamphlet were false.
[14]
They found it difficult to
support this position despite the indirectness of some of the claims. The case eventually became a media circus.
McDonald's executives, including Ray Cesca, took the stand to be questioned by the defendants.
[15]
152
In June 1995, McDonald's offered to settle the case (which "was coming up to its [tenth] anniversary in court"
[16]
) by
donating a large sum of money to a charity chosen by the two. They further specified that they would drop the case if
Steel and Morris agreed to "stop criticising McDonald's".
[16]
Steel and Morris secretly recorded the meeting;
McDonald's said the pair could criticise McDonald's privately to friends but must cease talking to the media or
distributing leaflets. Steel and Morris wrote a letter in response saying they would agree to the terms if McDonald's
ceased advertising its products and instead only recommended the restaurant privately to friends.
[13]
Judgment
High Court
The case was adjudicated by Hon. Mr Justice Rodger Bell; it was the first libel case he handled.
[17][citation needed]
On
19 June 1997, Mr Justice Bell delivered a more than 1,000-page decision largely in favour of McDonald's,
[18]
summarised by a 45-page paper read in court.
[19]
Steel and Morris were found liable on several points, although the
judge also found that some of the points in the pamphlet were true.
[13]
McDonald's considered this a legal victory,
though it was tempered by the judge's endorsement of some of the allegations in the pamphlet. Specifically, Bell
ruled that McDonald's endangered the health of their workers and customers by "misleading advertising",
[citation
needed]
that they "exploit children", that they were "culpably responsible" in the infliction of unnecessary cruelty to
animals, and that they were "antipathetic"
[20]
to unionisation and paid their workers low wages.
[21]
Furthermore,
although the decision awarded 60,000 to the company, McDonald's legal costs were much greater, and the
defendants lacked the funds to pay it. Steel and Morris immediately appealed the decision.
[]
In 1998, a documentary film was made about the case, also titled McLibel. This was updated in 2005 after the verdict
of the final appeal.
Court of Appeal
In September 1998, the pair sued the Metropolitan Police for disclosing confidential information to investigators
hired by McDonalds and received 10,000 and an apology for the alleged disclosure.
[]
An appeal began on 12
January 1999, and lasted 23 court days, ending on 26 February.
[22]
The case was heard in Court 1 of the Court of
Appeal in the Royal Courts of Justice. The case was adjudicated by Lord Justices Pill and May and Mr Justice
Keane. The defendants represented themselves in court, assisted by 1st year law student Kalvin P. Chapman (King's
College London). McDonald's were represented by libel lawyer Richard Rampton,
[23]
and a junior barrister, Timothy
Atkinson,
[24]
and Ms Pattie Brinley-Codd of Barlow, Lyde & Gilbert.
[25]
Steel and Morris filed a 63-point appeal.
They had requested a time extension, but were denied. The verdict for the appeal was handed down on 31 March, in
Court 1 at the Royal Courts of Justice.
[26]
The judges ruled that it was fair comment to say that McDonald's employees worldwide 'do badly in terms of pay
and conditions'
[27]
and true that 'if one eats enough McDonald's food, one's diet may well become high in fat etc.,
with the very real risk of heart disease.' They further stated that this last finding 'must have a serious effect on their
trading reputation since it goes to the very business in which they are engaged. In our judgment, it must have a
greater impact on the respondents' [McDonald's] reputation than any other of the charges that the trial judge had
found to be true'.
[28]
Wikipedia:Citing sources#What information to include
The Court of Appeal also stated that it had 'considerable sympathy' with the defendants' submissions that the leaflet
meant 'that there is a respectable (not cranky) body of medical opinion which links a junk food diet with a risk of
cancer and heart disease', that 'this link was accepted both in literature published by McDonald's themselves and by
one or more of McDonald's own experts and in medical publications of high repute', and that therefore 'that should
have been an end of this part of the case'.
[29]
Wikipedia:Citing sources#What information to include However they
ruled against the defendants on the allegation that McDonald's food was a carcinogen.
[30]
Wikipedia:Citing
sources#What information to include
153
As a result of their further findings against the Corporation, the three Lord Justices reduced Mr Justice Bell's award
of 60,000 damages to McDonald's by 20,000. The court ruled against the argument by Steel and Morris that
multinational corporations should no longer be able to sue for libel over public interest issues; they believed 'that
may be seen as an argument of some substance', but ultimately rejected it, on grounds that it was a matter for
Parliament.
[31]
Wikipedia:Citing sources#What information to include Steel and Morris announced their intention to
appeal over these and other points to the House of Lords, and then take the UK Government to the European Court
of Human Rights if necessary.
In response to the verdict, David Pannick QC said in The Times: "The McLibel case has achieved what many
lawyers thought impossible: to lower further the reputation of our law in the minds of all right thinking people."
[32]
Steel and Morris appealed to the Law Lords, arguing that their right to legal aid had been unjustly denied. When the
Law Lords refused to accept the case, the pair formally retained solicitor Mark Stephens
[33]
and barrister (now
Director of Public Prosecutions (England and Wales)), Keir Starmer QC to file a case with the European Court of
Human Rights (ECHR), contesting the UK government's policy that legal aid was not available in libel cases, and
setting out a highly detailed case for what they believed to be the oppressive and unfair nature of UK libel laws in
general, and in their case in particular.
[34]
In September 2004, this action was heard by the ECHR. Lawyers for Steel
and Morris argued that the lack of legal aid had breached the pair's right to freedom of expression and to a fair trial.
European Court of Human Rights
An anti-McDonalds leafletting campaign in front
of the McDonalds restaurant in Leicester Square,
season, 2004-10-16.
On 15 February 2005, the European Court of Human Rights ruled that
the original case had breached Article 6 (right to a fair trial) and Article
10 (right to freedom of expression) of the European Convention on
Human Rights and ordered that the UK government pay Steel and
Morris 57,000 in compensation. This ruling does not reflect the merits
of their case against McDonald's, as it speaks only to the issues of
government provision of services to those in need of legal aid. In their
ruling, the ECHR criticised the way in which UK laws had failed to
protect the public right to criticise corporations whose business
practices affect people's lives and the environment (which violates
Article 10); they also ruled that the trial was biased because of the
defendants' comparative lack of resources and what they believed were
complex and oppressive UK libel laws.
Significance
In response to the European Court of Human Rights' decision, Steel and Morris issued the following press release:
Having largely beaten McDonald's... we have now exposed the notoriously oppressive and unfair UK
laws. As a result of the... ruling today, the government may be forced to amend or scrap some of the
existing UK laws. We hope that this will result in greater public scrutiny and criticism of powerful
organisations whose practices have a detrimental effect on society and the environment. The McLibel
campaign has already proved that determined and widespread grass roots protests and defiance can
undermine those who try to silence their critics, and also render oppressive laws unworkable. The
continually growing opposition to McDonald's and all it stands for is a vindication of all the efforts of
those around the world who have been exposing and challenging the corporation's business practices.
[35]
The 2005 film quoted McDonald's as offering little comment on the European Court decision other than to point out
that it was the Government and not McDonald's who was the losing party and that "times have changed and so has
McDonald's."
[citation needed]
On a website aiming to state its view on issues raised about it, McDonald's stated that the
154
case is in the past and the issues more so, and that both sides in it have moved on - although Morris and Steel did
continue related litigation.
[citation needed]
Notes
[3] Press release issued by the Registrar. " Chamber Judgment Steel and Morris v. The United Kingdom (http:/ / cmiskp. echr. coe. int/ tkp197/
view.asp?action=html& documentId=801399& portal=hbkm& source=externalbydocnumber&
table=F69A27FD8FB86142BF01C1166DEA398649)" The European Court of Human Rights, 15 February 2005. Received 1 September 2008.
[6] pg 388 of No Logo
[8] "London Greenpeace's campaign was winding down, and only a few hundred copies of the contentious leaflet had ever been distributed." pg
391 of No Logo
[10] "Over the past 15 years, McDonald's has threatened legal action against more than 90 organisations in the U.K., including the BBC, Channel
4, the Guardian, The Sun, the Scottish TUC, the New Leaf Shop, student newspapers, and a children's theatre group. Even Prince Philip
received a stiff letter. All of them backed down and many formally apologised in court." from "Why Won't British TV Show a Film about
McLibel?", Franny Armstrong, 19 June 1998, The Guardian; as quoted in No Logo.
[11] "For 313 days in court - the longest trial in English history - an unemployed postal worker (Morris) and a community gardener (Steel) went
to war with chief executives from the largest food empire in the world." pg 389 of No Logo
[12] pg 389 of No Logo
[13] [13] McLibel film, 1998
[15] Vidal, J. McLibel(hardback), pp.11-20
[16] pg 387 of No Logo, 1st ed.
[17] [17] Bell J had never tried, or acted as a barrister in, a libel case. His area of law had been primarily professional negligence, and so it has been
felt by many that he was "led" by Richard Rampton QC, for McDonalds, throughout most of the case.
[19] "On 19 June 1997, the judge finally handed down the verdict....It felt like an eternity to most of us sitting there, as Judge Rodger Bell read
out his forty-five-page ruling - a summary of the actual verdict, which was over a thousand pages long. Although the judge deemed most of
the pamphlet's claims too hyperbolic to be acceptable (he was particularly unconvinced by its direct linking of McDonald's to "hunger in the
'Third World'"), he deemed others to be based on pure fact." pg 389-390 of No Logo.
[23] One Brick Court - Barristers (http:/ / www.onebrickcourt. com/ barristers. asp?id=20)
[24] Curriculum Vitae - Timothy Atkinson (http:/ / www.mcspotlight. org/ people/ biogs/ atkinson. html)
[25] Curriculum Vitae - Patti Brinley-Codd (http:/ / www.mcspotlight. org/ people/ biogs/ brinley_codd. html)
[26] Press Release - McLibel Support Campaign; 25 March 1999 (http:/ / www. mcspotlight. org/ media/ press/ msc_25mar99. html)
[27] [27] [Appeal Judgment p247]
[28] [28] [Judgment p264]
[29] [29] [p169]
[30] [30] [p170-2]
[31] [31] [p287]
[32] [32] The Times, 24.04.1999
[34] European Court of Human Rights Application (http:/ / www. mcspotlight. org/ case/ trial/ verdict/ Echr. html)
References
McLibel: burger culture on trial by John Vidal (Macmillan, 1997; New Press, 1998) ISBN 0-333-69461-9
(hardcover), ISBN 0-330-35237-7 (paperback), ISBN 1-56584-411-4 (US). Afterword by Steel and Morris
McLibel: Two Worlds Collide (http:/ / www. spannerfilms. net/ ?lid=161), documentary produced by Spanner
Films.
McWorld on Trial (http:/ / www. mcspotlight. org/ campaigns/ current/ MCDIYFUL. html), an extensive article
on the case from the point of view of Dave Morris and Helen Steel appears in The Raven, issue 43 (published by
Freedom Press)
Fast Food Nation (by Eric Schlosser), an expos on fast food and the culture it has created, which mentions
McLibel in its last few chapters.
No Logo, Naomi Klein, 490 pages, cover design Bruce Mau & Barr Gilmore, 1999. Published in USA by St.
Martin's Press, Picador USA Reading Group imprint, and in Canada by Alfred A. Knopf Canada of Random
House Canada Limited. ISBN 0-312-20343-8 (hardcover); ISBN 0-312-27192-1 (softcover)
"McLibel in London", 20 March 1995, Fortune.
"Anti-McDonald's Activists Take Message Online", 27 March 1996, Associated Press.
155
"Activists Win Partial Victory in Appeal Over McDonald's Libel Case", 31 March 1999, Associated Press.
"Guess Who's Still in Trouble?" Newsletter #9, October 1997, Campaign for Labor Rights.
"Few Nuggets and Very Small Fries", pg 22; 20 June 1997, The Guardian.
External links
Summary of the 1997 Court Judgment (http:/ / www. hmcourts-service. gov. uk/ judgmentsfiles/ j379/
mcdonalds_190697. htm)
ECHR judgment (http:/ / cmiskp. echr. coe. int/ tkp197/ view. asp?action=html& documentId=717965&
portal=hbkm& source=externalbydocnumber& table=F69A27FD8FB86142BF01C1166DEA398649)
Full text of Whats Wrong With McDonald's? pamphlet (http:/ / www. mcspotlight. org/ case/ factsheet. html)
156
Locations and facilities
Denton House (New York)
Denton House
(McDonald's Restaurant #12000)
General information
Status Complete
Address 2045 Jericho Turnpike
Town or city New Hyde Park, New York
Current tenants McDonald's Restaurants
Owner
Joan and Lawrence Anderer, Jr. (as of 1991)
[][1]
Height
Architectural Georgian
Technical details
Floor count 2
Other information
Seating capacity
140
[]
Website
www.mcnewyork.com/12000
[2]
Not to be confused with the George W. Denton House in Flowerhill, also part of Nassau County, New York.
The Denton House in New Hyde Park, New York, within the Town of North Hempstead, was originally a 1795
farmhouse, and was converted in the 1860s to a Georgian-style mansion. It is currently McDonald's Restaurant
#12000.
History
The building was built as a farmhouse for the family of Joseph Denton, in 1795. The owners were descendants of
Richard Denton, a Presbyterian minister who immigrated in 1630 and a founder of the town,
[]
and his son, colonist
Daniel Denton. In the 1860s, it was converted into a Georgian-style mansion, with ornamentation.
[]
The house ceased being a private residence after World War I, at which point it became a funeral home and a series
of restaurants.
[][]
McDonald's acquired the dilapidated property in 1985, intending to demolish it and build a standard structure. North
Hempstead and residents of the New Hyde Park community successfully sought historic designation, and an
agreement with McDonald's to allow a single-story addition to the back for a drive-thru if the front exterior was
restored to its 1926 appearance.
[]
The renovation included installing a series of windows for the veranda.
[]
Ornamentation, window shutters, and brick chimneys remain.
[]
The inside was gutted in the process, including
exposed rafters. A grand staircase leads to a dining area on the second floor.
[]
Denton House (New York)
157
Landmark designation was not formally given by the Town of North Hempstead until January 5, 1988.
[3]
References
Notes
[2] http:/ / www. mcnewyork. com/ 12000
External links
Official website (http:/ / www. mcnewyork. com/ 12000)
YouTube video of the location (http:/ / www. youtube. com/ watch?v=XL9JSqqjc9U)
McMansion (Long Island Oddities) (http:/ / www. lioddities. com/ Roadside/ mcmansion. html)
Coordinates: 40.736592N 73.673333W (http:/ / tools. wmflabs. org/ geohack/ geohack.
php?pagename=Denton_House_(New_York)& params=40. 736592_N_-73. 673333_E_)
Hamburger University
158
Motto Learning Today, Leading Tomorrow
Established 1961
Type Corporate university
Location
Oak Brook, Illinois, United States
415018N 875651W
[1]
Coordinates: 415018N 875651W
[1]
Campus Suburban, 80 acres (32ha)
Colors Red, White
Affiliations McDonald's
Website
Official website
[2]
Hamburger University is a 130,000-square-foot (12,000m
2
) training facility of McDonald's Corporation, located in
Oak Brook, Illinois, a western suburb of Chicago. This corporate university was designed to instruct personnel
employed by McDonald's in the various aspects of restaurant management. More than 80,000 restaurant managers,
mid-managers and owner/operators have graduated from this facility.
[]
Campus
Today, Hamburger University is situated on an 80 acres (32ha) campus with 19 full-time resident instructors. The
facility comprises 13 teaching rooms, a 300 seat auditorium, 12 interactive education team rooms, and 3 kitchen labs.
Hamburger University interpreters can provide simultaneous interpretation, and the faculty has the ability to teach in
28 different languages. Restaurant employees receive approximately 32 hours of training in their first month with
McDonald's and more than 5,000 students attend Hamburger University each year.
[]
On March 30, 2010, McDonald's opened a Hamburger University location in Shanghai, China.
Popular culture
Hamburger University was satirized in the 1986 comedy, Hamburger... The Motion Picture.
[3]
References
[1] http:/ / tools.wmflabs. org/ geohack/ geohack. php?pagename=Hamburger_University&
params=41_50_18_N_87_56_51_W_region:US-IL_type:edu_source:dewiki
[2] http:/ / www. aboutmcdonalds. com/ mcd/ careers/ hamburger_university. html
McBarge
159
McBarge
The McBarge is currently anchored in Burrard
Inlet near Vancouver, British Columbia
The McBarge, officially named the Friendship 500, was a
McDonald's restaurant, built on a barge for Expo '86 in Vancouver,
British Columbia.
[]
Moored on Expo grounds in Vancouver's False
Creek, it was the first floating McDonald's location in the world,
intended to showcase future technology and architecture.
[][]
Although
the floating design allowed for the barge to operate in a new location
following the exhibition, the derelict McBarge has since 1991 been
anchored empty in Burrard Inlet,
[]
amid industrial barges and an oil
refinery.
[]
Though disused and forgotten
[]
for years, the barge is currently the
centrepiece of a proposed waterfront development on the Fraser River in Mission, British Columbia, including a
restaurant and marina.
[]
History
The restaurant by designed by Robert Allan Ltd. for Expo '86 and was one of five McDonald's locations on the Expo
grounds, all of which were constructed for a total of $12 million.
[]
It was initially intended to be used as a
McDonald's restaurant after Expo '86, but the barge remained empty at the Expo grounds until 1991, when the new
owner of the grounds forced McDonald's to remove it.
[]
It has since been anchored derelict in Burrard Inlet, north of
Burnaby, British Columbia.
[][1]
In June 2009, the McBarge's current owner, Gastown developer Howard Meakin, submitted a proposal to the
Mission city council for a waterfront development on the Fraser River, with the former McBarge as the centrepiece.
Named "Sturgeon's on the Fraser", the development would include multiple restaurants and a marina complex,
including paddlewheeler excursions and float plane service to Victoria and Nanaimo.
[][2]
As of August 2010, the
proposal enjoys local support, but awaits council approval.
[]
Other proposals that have been put forward without
owner interest include using the barge as a homeless shelter to alleviate overcrowding in Vancouver's current
temporary shelters.
[]
References
McComplex (Russia)
160
McComplex (Russia)
McComplex is a proprietary factory outside Moscow which is owned by McDonald's. It was built before the
company opened its first branch in Russia. In the Soviet Union, there were no private businesses which could supply
the 300 ingredients needed by a McDonalds outlet. All ingredients needed to be made from scratch at a sprawling
factory.
Private businesses in Russia now supply 80 percent of the ingredients in a McDonalds, a reversal from the ratio
when it opened in 1990 and 80 percent of ingredients were imported. Starting with pickles, which now come from a
private farm, every item has been spun off from the nine production lines at McComplex, leading to dozens of new
businesses being created, some now the most successful in the Russian food industry. Buns and pies are still made at
the McComplex site, but by an independent contractor. The building is for sale.
External links
Russias Evolution, Seen Through Golden Arches
[1]
, By ANDREW E. KRAMER, nytimes.com, February 1,
2010.
References
[1] http:/ / www. nytimes. com/ 2010/ 02/ 02/ business/ global/ 02mcdonalds. html
McDonald's (Will Rogers Turnpike)
Coordinates: 36.62331N 95.14803W
[1]
A view from the western parking lot; the statue of
Will Rogers can just be seen in front of the
building
The McDonald's over the Will Rogers Turnpike is the world's
second largest McDonald's.
[citation needed]
The 29,135-square-foot
(2,706.7m
2
) McDonald's that spans the Will Rogers Turnpike section
of Interstate44 near Vinita, Oklahoma, is a notable example of a U.S.
roadside restaurant. However, the biggest temporary McDonald's in the
world was opened during 2012 Summer Olympics in London, which
had 3,000 square metres (32,000sqft).
[2][3][4][5][6][7][8]
This particular
McDonald's was originally built when the turnpike opened in 1957 as
one of the Glass House restaurants, owned by the now-defunct
Interstate Hosts company. The Glass House also operated as a Howard
Johnson's restaurant at one point.
[9]
Because of this heritage, it is also
known as the Glass House McDonald's and the McDonald's Glass
House Restaurant. It shares the space with a Phillips 66 gas station.
The building's architecture is dominated by golden arches on both sides of the building that appear from a distance to
be not only the corporate symbol of the chain, but the primary supports for a steel arch bridge structure over the
turnpike. Visitors to the eatery exit from either side of the interstate, and then enter through one of the sides and then
proceed to the restaurant level via stairs or an elevator. The building and service plaza closed on June 4, 2013, for a
complete renovation. The project is expected to take a year, but will reopen with a McDonald's, Subway, and a
rebuilt gas station.
[10][11]
161
Looking toward the counter on the east side of
the restaurant
[12]
At the front of the west anchor stands a statue of Will Rogers.
Stairwell inside of the west anchor Inside the McDonald's looking northwest
References
[1] http:/ / tools.wmflabs. org/ geohack/ geohack. php?pagename=McDonald%27s_(Will_Rogers_Turnpike)& params=36. 62331_N_-95.
14803_E_
[3] http:/ / www. mirror.co. uk/ money/ city-news/ biggest-mcdonalds-in-the-world-will-be-open-for-six-940006
[4] http:/ / www. huffingtonpost. com/ 2012/ 04/ 30/ worlds-largest-mcdonalds-london-olympics_n_1465450. html
[6] http:/ / www. guardian.co. uk/ sport/ 2012/ jul/ 28/ london-2012-mcdonalds-branch-queus
[7] http:/ / www. dailymail. co.uk/ news/ article-2164517/
Worlds-biggest-McDonalds-First-pictures-inside-Olympic-Stadium-fast-food-restaurant. html
[8] http:/ / uk.askmen.com/ top_10/ travel/ top-10-mcdonalds. html
[9] Oklahoma Turnpikes (http:/ / www. highwayhost.org/ Oklahoma/ Turnpikes/ oklahomasturnpikes3. html#Vinita)
[10] http:/ / www.kjrh.com/ dpp/ news/ local_news/ ok-turnpike-authority-is-temporarily-shutting-down-mcdonalds-over-i-44-for-remodel
[11] http:/ / www.koamtv.com/ story/ 21823006/ big-renovations-coming-to-a-historic-roadside-attraction-on-i-44
[12] World's Largest McDonald's, Vinita, Oklahoma (http:/ / www. roadsideamerica. com/ attract/ OKVINmcd. html)
162
External links
Brief information page (http:/ / www. roadsideamerica. com/ attract/ OKVINmcd. html)
History from Oklahoma Modern (http:/ / www. oklahomamodernblog. com/ 2008/ 01/ mcdonalds-moderne. html)
Postcards from the original "Glass House" (http:/ / www. panix. com/ ~rbean/ oasis/ ok/ index. html)
Another postcard of the original "Glass House" (http:/ / www. lileks. com/ rest/ exteriors/ 31. html)
McDonald's sign (Pine Bluff, Arkansas)
163
McDonald's Store #433 Sign
U.S. National Register of Historic Places
Location: 2801 S. Olive St., Pine Bluff, Arkansas
Coordinates:
34127N 92024W
[1]
Coordinates: 34127N 92024W
[1]
Area: less than one acre
Built: c. 1962
Architecturalstyle: Single-arch McDonald's sign
Governing body: Private owner, McDonald's
NRHPReference#:
06000411
[]
Added to NRHP: August 21, 2006
The McDonald's Sign, also known as McDonald's Store #433 Sign, in Pine Bluff, Arkansas, United States, is the
only known surviving example of a single-arch McDonald's sign in Arkansas. The sign was erected in 1962 and
remained at its original location until 2007. In 2007 McDonald's Store #433 moved and the sign was renovated and
moved to the new location. The McDonald's sign was added to the U.S. National Register of Historic Places in 2006.
164
History
Before McDonald's Store #433 was built on South Main Street in Pine Bluff, the neighborhood was mostly
residential. The area began to change as the mid-20th century approached and commercial enterprises began to
appear in the area. The McDonald's was constructed at 1300 South Main Street in 1962 and followed the standard
corporate design for the era: a red, white and yellow motif with arches projecting through the roof. Owned by Mike
Retzer.
[2]
McDonald's Store #433 opened on July 3, 1962, and remained in operation until it was announced in August 2007
that the store would close by the end of the year.
[3][4]
A new location was constructed in the 2800 block of South
Olive Street, about two miles from the original location. Initially, it was unknown what the sign's fate would be; by
September, it was announced that the sign would move to the new location.
[3][4]
As the date of closure approached in September the sign was dismantled and transported to Skylite Sign & Neon in
Mabelvale, Arkansas, for renovation work which lasted through October 2007.
[5]
Design
The McDonald's sign in Pine Bluff represents a transition between the "Speedee" sign and the now-ubiquitous
double golden arches. The design featured in Pine Bluff was used for one year and was relatively rare even when it
was being used, even more so today.
[2]
The first double golden arches sign appeared just three months after the Pine
Bluff store opened.
[3]
The Pine Bluff sign has several features which are typical of the single-arch style from the early years of
McDonald's. They are generally back-lit and made up of plastic panels situated in a metal frame. The single golden
arch and red advertising space midway up the sign are hallmarks of the single-arch style McDonald's sign found in
Pine Bluff. The sign was manufactured by Sign Crafters of Evansville, Indiana and the plastic sheeting was made by
Rohm & Haas Company of Philadelphia.
[2]
The design of the single-arch McDonald's sign was heavily influenced by an image of the McDonald family crest
shown to Ray Kroc. Kroc then decided to incorporate the crest into the road sign.
[2]
The arch itself evokes
modernism. In Orange Roofs, Golden Arches: The Architecture of American Chain Restaurants Phillip Langdon
stated the arch was symbolic of a: "buoyant spirit: a feeling of skyward momentum, symbolic of an aerospace age in
which man could hurtle himself into the heavens."
[2]
Langdon goes on to state that the purpose of the McDonald's
arch was to bring a sense of structural modernism in a roadside hamburger stand.
[2]
165
Historic significance
A single-arch McDonald's sign in Lancaster, Pennsylvania,
modified to mention the drive-thru
The U.S. National Register of Historic Places added the Pine
Bluff McDonald's sign to its listings on August 21, 2006, as
McDonald's Store #433 Sign.
[]
As the only known surviving
example of an early single arch McDonald's sign anywhere in
the state of Arkansas, the Pine Bluff sign has statewide
significance. McDonald's has used a variety of designs for its
signs; consequently, early examples are exceedingly rare.
[2]
The sign in Pine Bluff is also a good example of a rare early
back lit plastic sign. Back lit plastic signs were popularized
post-World War II and revolutionized the sign industry
through the 1950s and 60s.
[2]
It remains unclear exactly how many single-arch McDonald's
signs remain nationwide. Prior to Hurricane Katrina in 2005,
one was still in use in Biloxi, Mississippi.
[3]
The store on
MacArthur Boulevard in Springfield, Illinois also had a single
arch up until 2006. Others exist in Lancaster, Pennsylvania,
[2]
Magnolia, New Jersey [6], Green Bay, Wisconsin [7], St Clair Shores, Michigan; Warren, Michigan; Huntsville,
Alabama; Independence, Missouri; Winter Haven, Florida; and Muncie, Indiana. The sign in Pine Bluff is the only
such sign that has its own listing on the National Register, though a few others may exist as contributing properties
within historic districts. It is likely that the majority of single-arch signs were incorporated into private collections
and it is rare to see them in use.
[3]
References
[1] http:/ / tools.wmflabs. org/ geohack/ geohack. php?pagename=McDonald%27s_sign_(Pine_Bluff,_Arkansas)&
params=34_12_7_N_92_0_24_W_region:US-AR_type:landmark
[2] " McDonald's Store #433 Sign (http:/ / www.arkansaspreservation. com/ historic-properties/ _search_nomination_popup. aspx?id=2258),"
Property History & Architecture, Arkansas Historic Preservation Program, accessed January 1, 2013.
[3] Linn, Mike. " McDonald's gets one-arch, '62 sign to go (http:/ / www. nwanews. com/ adg/ News/ 202421/ )", Arkansas Democrat Gazette,
September 25, 2007, accessed April 22, 2008.
[4] Duke, Richard. " Historic sign may not move with restaurant (http:/ / www. pbcommercial. com/ articles/ 2007/ 08/ 16/ news/ news2. txt),"
Pine Bluff Commercial (Pine Bluff, Arkansas), August 16, 2007, accessed April 22, 2008.
[5] Nugent, Jeannie. " Restoring the golden arch (http:/ / www. pbcommercial. com/ articles/ 2007/ 10/ 29/ region/ region1. txt)," Pine Bluff
Commercial (Pine Bluff, Arkansas), October 27, 2007, accessed April 22, 2008.
[6] http:/ / www. flickr.com/ photos/ 60134310@N00/ 64796437/
[7] http:/ / www. flickr.com/ photos/ creativepd/ 3627439063/
Further reading
Auer, Michael J. " The Preservation of Historic Signs (http:/ / www. nps. gov/ history/ hps/ tps/ briefs/ brief25.
htm)", Preservation Brief #25, October 1991, National Park Service, accessed April 22, 2008.
Langdon, Philip. Orange Roofs, Golden Arches: The Architecture of American Chain Restaurants, ( Google
Books (http:/ / books. google. com/ books?id=v6CXAAAACAAJ& dq=Orange+ Roofs,+ Golden+ Arches:+
The+ Architecture+ of+ American+ Chain+ Restaurants& client=firefox-a)), Joseph, 1986, (ISBN
0-7181-2788-9).
McDonald's USA First Store Museum
166
McDonald's #1 Store Museum
Established April 15th 1955
Location 400 N. Lee Street, Des Plaines, Illinois
Website
aboutmcdonalds.com
[1]
The McDonald's #1 Store Museum, also known as the McDonald's Store Museum, is housed in a replica of the
former McDonald's restaurant in Des Plaines, Illinois opened by Ray Kroc in April 1955. The company usually
refers to this as The Original McDonald's, although it is not the first McDonald's restaurant, but the ninth; the first
was opened by Dick and Mac McDonald in San Bernardino, California, in 1940, while the oldest McDonald's still in
operation is the third one built, in Downey, California, which opened in 1953. However, the Des Plaines restaurant
marked the beginning of future CEO Kroc's involvement with the firm. It opened under the aegis of his franchising
company McDonald's Systems, Inc., which became McDonald's Corporation, as Kroc purchased the McDonald
brothers' stake in the firm.
The actual Des Plaines restaurant was demolished in 1984, but McDonald's realized they had a history to preserve,
so they built a replica. With golden arches soaring over a glass and metal, red-and-white tiled exterior, the building
largely follows the McDonald brothers' original blueprints, which they had introduced when they began franchising
in 1953; a Phoenix, Arizona restaurant was the first built in this manner. Kroc's restaurant was the first McDonald's
built in a colder climate, and some adaptations were made to the design, including a basement and a furnace.
The entrance sign is original, with early cartoon mascot "Speedee," representing the innovative Speedee Service
System, inspired by assembly-line production, the McDonald brothers had introduced in 1948. It has, however, been
moved from its original location at the south end of the property. The sign boasts "We have sold over 1 million." The
replica museum offers irregular summer hours, and is often closed; tours are by appointment. The ground floor
exhibits original fry vats, milkshake Multimixers (which Kroc had sold when he first encountered the San
Bernardino McDonald's restaurant), soda barrels and grills, attended to by a crew of male mannequins in 1950s
uniforms. Visitors can walk in through the back, or peek through the order windows in front (there was no sit-down
restaurant section in 1955). In the basement is a collection of vintage ads, photos and a video about McDonald's
history.
A new, modern McDonald's was built across the street replacing a Howard Johnson's restaurant (then Ground
Round). Over at the new McDonald's there are a half dozen glass-enclosed exhibits arrayed around the tables
including red and white tiles from the original restaurant and string ties worn by employees from the 1950s to the
early 1970s.
The Big Mac Museum Restaurant, another McDonald's museum, opened on August 23, 2007. It is located in Irwin,
Pennsylvania on Route 30 Lincoln Hwy.
[2]
A museum also exists at the original McDonald's site in San Bernardino on U.S. Route 66 in California. It is a
reconstruction operated by the owner of the Juan Pollo chain and is not affiliated with McDonald's Corporation.
[3]
167
References
[1] http:/ / www. aboutmcdonalds. com/ mcd/ our_company/ museums/ first_store_museum. html
[2] http:/ / www. msnbc.msn. com/ id/ 20423294/ The Big Mac gets its own museum, Aug. 24, 2007
[3] http:/ / juanpollo.com/ route-66-attractions/ mcdonalds-museum/
External links
McDonald's USA First Store Museum (http:/ / www. aboutmcdonalds. com/ mcd/ our_company/ museums/
first_store_museum. html)
Big Mac Museum (http:/ / www. bigmacmuseum. com/ ) - official site
Big Mac Museum information (http:/ / www. mcdonalds. com/ corp/ about/ museum_info/ Big_Mac_Museum.
html)
Coordinates: 401913N 794132W (http:/ / tools. wmflabs. org/ geohack/ geohack.
php?pagename=McDonald's_USA_First_Store_Museum&
params=40_19_13_N_79_41_32_W_region:US-IL_type:landmark_source:dewiki)
Oldest McDonald's restaurant
168
McDonald's Restaurant #3
U.S. National Register of Historic Places
Location: 10207 Lakewood Blvd., Downey, California
Built: 1953
Architecturalstyle: Modern Architecture
Governing body: Private
NRHPReference#:
84003893
[]
The oldest operating McDonald's restaurant is a drive-up hamburger stand at 10207 Lakewood Blvd. at Florence
Ave. in Downey, California. It was the third McDonald's restaurant, and opened on August 18, 1953. It was the
second restaurant franchised by Richard and Maurice McDonald, prior to the involvement of Ray Kroc in the
company, and it still has the two original 30-ft (9-m) "Golden Arches" and a 60-ft (18-m) animated neon "Speedee"
sign that was added in 1959. The restaurant is now the oldest in the chain still in existence and is one of Downey's
main tourist attractions.
[]
Along with its sign, it was deemed eligible for addition to the National Register of Historic
Places in 1984, although it was not added because the owner objected.
[]
History
The McDonald's in Downey, California is almost unchanged in
appearance since it opened in 1953.
The McDonald brothers opened their first restaurant
adjacent to the Monrovia Airport in 1937. It was a tiny
octagonal building informally called The Airdrome.
That octagonal building was later moved to the San
Bernardino location at 1398 North E Street in San
Bernardino, California in 1940. Originally a barbecue
drive-in, the brothers discovered that most of their
profits came from hamburgers. In 1948, they closed
their restaurant for three months, reopening it in
December as a walk-up hamburger stand that sold
hamburgers, potato chips, and orange juice; the
following year, french fries and Coca-Cola were added
to the menu. This simplified menu, and food
preparation using assembly line principles, allowed them to sell hamburgers for 15 cents, or about half as much as at
a sit-down restaurant. The restaurant was very successful, and the brothers started to franchise the concept in 1953.
The first franchisee was Occidental Petroleum executive Neil Fox, who opened a restaurant at 4050 North Central
Avenue in Phoenix, Arizona, in May, for a flat fee of $1,000. His restaurant was the first to employ the McDonald
brothers' Golden Arches standardized architecture, by Stanley Clarke Meston and his assistant Charles Fish, which
they had developed for their franchises. Fox's use of the "McDonald's" name evidently came as a surprise to the
brothers, but all subsequent franchises used the "McDonald's" brand.
Fox's brothers-in-law and business partners, Roger Williams and Bud Landon, were the franchisees for the third
McDonald's, and used their expertise in siting gasoline stations in choosing the Downey location.
The purchase of the chain from the McDonald brothers by Ray Kroc did not affect the Downey restaurant, as it was
franchised under an agreement with the McDonald brothers, not with Kroc's company McDonald's Systems, Inc.,
169
which later became McDonald's Corporation. As a result, the restaurant was not subject to the modernization
requirements that McDonald's Corporation placed on its franchisees. Its menu came to differ from that of other
McDonald's restaurants, and lacked items such as the Big Mac that were developed in the corporation. In part due to
these differences, the restaurant came to suffer poor sales, and was finally acquired by McDonald's Corporation in
1990, when it was the only remaining McDonald's that was independent of the chain.
With low sales, damage from the 1994 Northridge earthquake, and the lack of a drive-up window and indoor seating,
the restaurant was closed, and McDonald's planned to demolish it and incorporate some of its features in a modern
"retro" restaurant nearby. However, it was listed on the National Trust for Historic Preservation's 1994 list of the 11
Most Endangered Historic Places. With both the public and preservationists demanding the restaurant be saved,
McDonald's spent two years restoring the restaurant and reopened it. Customers today can visit the original
restaurant and an adjoining gift shop and museum.
Other early McDonald's restaurants
The site of the first McDonald's restaurant, San
Bernardino, California. Only part of the sign
remains from the original structure
Very few early McDonald's restaurants remain, largely because
McDonald's Corporation required its franchisees to update their
buildings. The original hexagonal McDonald's hamburger stand in San
Bernardino was demolished in 1957 to be replaced by a building in the
Golden Arches style; in an oversight, the McDonald brothers failed to
retain rights to the McDonald's name when they sold the chain to Kroc,
and were forced to rename it "The Big M". It went out of business and
was demolished in the 1970s, although part of the sign remains; an
independent McDonald's museum was subsequently opened on the site.
Other early buildings still standing include the seventh McDonald's, at
1057 East Mission Street in Pomona, California, which is now a
doughnut shop, and the eleventh at 1900 South Central Avenue in Los Angeles, which now sells tacos. Ray Kroc's
1955 McDonald's franchise in Des Plaines, Illinois, the ninth in the chain, was demolished in 1984, but a replica was
built across the street and is now described as the McDonald's USA No. 1 Store Museum.
A single-arch McDonald's sign in Pine Bluff, Arkansas dating from 1962 was added to the National Register of
Historic Places in 2006.
A restaurant built around 1960 at 2434 Almaden Road in San Jose, California is the only other remaining early
McDonald's still in operation in the state, although a modern restaurant is now attached to it. It is listed as one of the
city's historic resources.
[]
The first Taco Bell restaurant opened March 21, 1962, in Downey. Owner Glen Bell had closely followed the
McDonald brothers' restaurant in San Bernardino, and intended to apply their principles to Mexican food. The
building, at 7112 Firestone Boulevard, is largely unchanged, and still sells tacos but is no longer a Taco Bell.
References
External links
Official Restaurant Website (http:/ / www. mccalifornia. com/ 19956/ )
php?pagename=Oldest_McDonald's_restaurant& params=33. 9471_N_-118. 1182_E_region:US-CA)
Rock N Roll McDonald's
170
Eastward from 7th fl. of Sports Authority Westward at night along Ontario Street
The Rock N Roll McDonald's (formerly The Original Rock 'N Roll McDonald's) is a flagship McDonald's
restaurant
[]
located in Chicago, Illinois. It is one of the most famous McDonald's locations in the world and was once
the busiest in the United States.
[][]
The restaurant/museum, located in the Near North Side community area
(neighborhood) of Chicago in Cook County, Illinois, United States a few city blocks west of the Magnificent Mile,
has been a tourist attraction since it opened in 1983.
[]
Its present building opened in 2005. The restaurant has a
maximum occupancy of 300, which is about three times the standard patron capacity.
[]
The site has a rock and roll
exhibit in a building adjacent to the restaurant and a small upstairs McDonald's museum display. The building
features the first two-lane McDonald's drive-through, relatively luxurious decor, a caf, plasma display flat screen
televisions and a green roof.
Restaurant
July 2004 (pre-demolition) Left: Northeast view of James Dean, Chuck Berry, et al. Right: Northwest view of Jimi Hendrix, The Supremes, The
Beatles, et al.
The franchise has had a restaurant at the 600 N. Clark Street address since 1983, but the new building was
redeveloped and reopened on April 15, 2005 as a bilevel flagship restaurant/museum with a two lane drive through.
This is the first McDonald's location with a two-lane drive-through.
[]
The reopening coincided with the 50th
anniversary of the Des Plaines, Illinois restaurant which was opened by Ray Kroc on April 15, 1955.
[1][]
Rock N
Roll McDonald's is the location where the corporation kicked off its celebration of the 50th anniversary of the
franchise. Among the celebrities in attendance were Colin Powell and Elton John.
[]
At the time of the 2004
demolition, the location was the 3rd busiest in the United States and 12th in the world.
[]
In the early 90s, it had been
the busiest in the United States.
[]
It was expected to increase its sales revenue rankings from 3rd in the United States
and 12th in the world with the renovation and redevelopment.
[]
Modern interior decor with leather chairs and plasma screen televisions as well as trendy Pez dispenser display
171
The restaurant is one of the highest priced McDonald's,
[]
in order to subsidize the interior decor which includes
numerous plasma display flat screen televisions and expensive Italian lighting.
[]
Its second floor includes a coffee bar
serving lattes, gelato and biscotti and lounges that pay homage via museum display, music, and decor to every
decade the chain has been in business.
[2]
The 2nd floor McCafe is designed to compete with Starbucks by serving
cappuccino, espresso, gelato and Italian pastries.
[]
The building features a pair of 60foot arches and two stories
worth of windows that weigh 800pounds apiece.
[]
It has 10 cash register stations to complement its 300 patron
capacity, which is about 3 times the normal McDonald's capacity.
[]
The restaurant has three front walls of glass.
[]
2nd floor green roof Upstairs Cafe 2nd floor decor and view
Franchisee Marilyn Wright and her husband Ralph Wright have operated 10 McDonald's locations for the past 12
years.
[]
In addition to a perimeter of trees, the building has two green roof gardens on two levels. The lower one is
visible from inside.
[]
However, the upper roof is only visible from surrounding high-rise buildings. Neither
accommodates customer access.
[]
The trash cans in this tourist mecca say thank you in ten languages.
[]
The
restaurant has separate preparation lines for white meat and red meat in the giant kitchen.
[]
The demolished building
faced Ohio Street, but the new building is rotated 180degrees to face the Ontario Street tourist pedestrian strip.
[]
The restaurant was sung about by the cult Chicago musician Wesley Willis in a song entitled "Rock N Roll
McDonald's".
[3]
The song was featured in the movie Super Size Me.
[4]
The upstairs museum represents every decade of the franchise.
Museum
The south (rear) half of the upstairs portion has a series of displays of early McDonald's photos, multimedia, and
paraphernalia including the fast food giant's stripped polyester uniforms from the 60's. Much of it is arranged by
decade going back to the mid-1950s when McDonald's first opened and is accompanied by pop culture artifacts such
as pet rocks, early cell phones, and 8-track tape players. Downstairs there is a section on the first floor entitled
"Chicago Firsts," featuring events and organizations that originated in Chicago.
Neighborhood
Rock & Roll exhibit
The restaurant/museum, its rock and roll exhibit and its parking lot
occupy the entire block bounded by West Ontario Street to the north,
West Ohio Street to the south, North LaSalle Street to the west and
North Clark Street to the east in the River North neighborhood of the
Near North Side community area. The building is situated near several
other theme restaurants.
[]
It is across the street (Clark Street) from the
Hard Rock Cafe and the Rainforest Cafe.
Rock and roll exhibit
There is display of rock and roll memorabilia focusing mainly on Elvis
Presley in an exhibit in a separate structure on the same lot.
[]
The exhibit includes a set of The Beatles statues
reminiscent of their Abbey Road album cover.
172
Gallery
View of rear/south (Ohio Street) Entrance (Ontario Street) (rock
and roll exhibit on right) N.B.:
Those are bronze statues, not
people in front.
Green roof
Notes
External links
Photo archive including the predecessor building (http:/ / www. lynnbecker. com/ repeat/ Schlock/ rocknroll. htm)
php?pagename=Rock_N_Roll_McDonald's& params=41. 892800_N_-87. 631650_E_region:US_type:landmark)
Article Sources and Contributors
173
McDonald's Source: http://en.wikipedia.org/w/index.php?oldid=568050993 Contributors: 069952497a, 0900moosa01, 10qwerty, 130.94.122.xxx, 15turnsm, 16@r, 23th, 2help, 48states,
6-pack, 663highland, 682635q, 72Dino, 737900er, 842U, A Train, A.K.Khalifeh, A.K.R., A.amitkumar, A.arvind.arasu, AAA!, ABCD, AChicInTheLife, ADimiTR, AMK152, AVM, Aaron
Schulz, Aaronw, AbeEzekowitz, Abeg92, Abhiramguda, Abomasnow, Abonazzi, AbsolutDan, Academic Challenger, Accurizer, Achen00, Acs4b, Adam Bishop, Adam7davies, Adamjet,
Adamwhinds, Adashiel, Adbatstone, Adcro, Addme2, Adjamir, Adrian Parratt, Aeon1006, Aerion, Aetnhjrsjhwrhjs, Agent4453, Ahgrl123, Ahoerstemeier, Ajmax23, Ajmolnar00, Aksi great, Al
E., Alan Liefting, AlanM1, Alensha, Aleutia, Alex S, Alex1011, Alex43223, Alextheriault, Alhammer, Alice Mudgarden, Alientraveller, Alis.Payan, All Is One, Alon, Alphachimp, Altenmann,
Ambrosia-, Ambuj.Saxena, Amcl, American2, AmiDaniel, Amitch, Ammadz, Amnesiac86, Amycanada11, An97an, Andrewman327, Andrewphelps, Andrewpmk, Andrwsc, Andryuha, Andy
Marchbanks, Andypandy.UK, Anetode, Angela, Angela26, Angelclown, Anger22, Anger2headshot, Angr, Angryapathy, Angrycrustacean, Angrynight, Animum, Anish7, Anomymage,
Anonymous Dissident, Anonymous26, Ansett, Antandrus, Anthony, Anthony Bradbury, Anthony92931, AntiVan, Antonio Lopez, Aoecean, Apparition11, Appraiser, Aquamocchi, Arab Hafez,
Arakunem (usurped), Aranel, Arcanist07, Arcuras, Aree, Argentineboy, Argentium, Arjayay, ArmAndLeg, Armcharles, Arny, AroundLAin80Days, Arteitle, Arthur7171, ArthurDenture,
Artichoker, Artrix, Asbestos, AshTFrankFurter2, Asprenkel, Astronautics, Astros4477, Aszekely, Atacama, Atlant, Atlantis Hawk, Atomic Man, Aude, Augurar, Aussiepete, Author782,
Auximines, Avalyn, Average Earthman, Avillia, AxG, Aximz, Axir, Az1568, Azumanga1, B-Mace, BBQed Pizza, BTLizard, Babble Guy, Babyface123, Backburner001, Bad Graphics Ghost,
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Baylink, Bazzaboy45, Bbatsell, Bbbillal20, Bbegolfer98, Bbx, Bcohea, Bdiscoe, Bearcat, Bearschicago, Beatnik-hippie, BeaverOtter28, Beirne, Ben Jos, Ben2Horn, Ben5467718, BenUK,
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Bigcheesegs, Bigjake, Bigmama166, Bikeluver, Bilbobee, Bility, Bilky asko, Bill37212, Billy901, BillyH, Billydabox, Bingobangobongoboo, Biot, Birdhurst, Bitbut, Bizzowne, Bjankuloski06en,
Bjenks, Bkell, Bkonrad, BlackCatN, Blaineeee, BlankVerse, Blu Aardvark, Blubberboy92, BlueAg09, Bluemelody215, Bluemoose, Bluenile, Bmicomp, Bmusician, Bob diablo, Bob1, Bob98133,
Bobas, Bobblehead400, Bobblewik, Bobbyring96, Bobet, Bobo192, Bodnotbod, Boereck, Boffy b, Bonkers The Clown, Bono24, Bonus Onus, Boo-Boo Guy, Boogster (usurped), BookDen,
Bookguy2, Boothy443, Boredoutofmymind, Boris Barowski, Bortron86, Boud, Bowmister, Bowstaffer, Boyboyboy1212, BoyoJonesJr, Boys Next Door Guy, Bposert, Brad, Bradeos Graphon,
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History of McDonald's Source: http://en.wikipedia.org/w/index.php?oldid=568236976 Contributors: 1exec1, 2001:558:6012:6:48B7:5C46:171D:710D,
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McDonald's Canada Source: http://en.wikipedia.org/w/index.php?oldid=566595597 Contributors: Bearcat, Benchapple, CSavel66, CanadaRox11, Cavenba, Chris the speller, Cobollam, CuffX,
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McDonald's Israel Source: http://en.wikipedia.org/w/index.php?oldid=566595917 Contributors: Cavie78, ChrisGualtieri, DK4, Delirium, Dream out loud, Edenc1, Epson291, Erianna, Gejyspa,
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List of countries with McDonald's restaurants Source: http://en.wikipedia.org/w/index.php?oldid=567003375 Contributors: Aallman, AaronSw, Abonazzi, Acs4b, Adtran, Agent4453,
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Big Mac Index Source: http://en.wikipedia.org/w/index.php?oldid=566908557 Contributors: 2001:660:3305:21F4:2D57:91A1:4743:B15, 313 TUxedo, 55t6yxx44, Acs4b, Adam26125,
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McDonald's advertising Source: http://en.wikipedia.org/w/index.php?oldid=566856786 Contributors: A Raider Like Indiana, ACfan, Aaron.baker, Aaru Bui, Aitias, Alansohn,
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List of McDonald's ad programs Source: http://en.wikipedia.org/w/index.php?oldid=565086264 Contributors: AK456, Agent4453, Ammodramus, Azumanga1, BennyTV, Blethering Scot,
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Burger Wars Source: http://en.wikipedia.org/w/index.php?oldid=561550396 Contributors: Arcandam, Arjayay, Dthomsen8, FrysUniverse, JMyrleFuller, Jerem43, Joel7687, Jrme,
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Dreaming in Mono Source: http://en.wikipedia.org/w/index.php?oldid=562665905 Contributors: Bearcat, Betacommand, CommonsDelinker, Gorilli, Hohenloh, Jay1279, Josve05a, LilHelpa,
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Golden Arches Source: http://en.wikipedia.org/w/index.php?oldid=566884935 Contributors: AaronSw, Aitias, Amalas, Andvari7, Andycjp, Angus.deerhound, Bayano, Bender235,
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McDonaldland Source: http://en.wikipedia.org/w/index.php?oldid=566404126 Contributors: 100% FreeJack, 115emanuele, 1constellation, 6502programmer, 90 Auto, A412, A930913,
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Image Sources, Licenses and Contributors
180
file:McDonald's Golden Arches.svg Source: http://en.wikipedia.org/w/index.php?title=File:McDonald's_Golden_Arches.svg License: Public Domain Contributors: User:Tomchen1989
File:Increase2.svg Source: http://en.wikipedia.org/w/index.php?title=File:Increase2.svg License: Public Domain Contributors: Sarang
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File:Mcdonalds-90s-logo.svg Source: http://en.wikipedia.org/w/index.php?title=File:Mcdonalds-90s-logo.svg License: Public Domain Contributors: mcdonalds inc
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JGKlein
File:New McDonald's restaurant in Mount Pleasant, Iowa.jpg Source: http://en.wikipedia.org/w/index.php?title=File:New_McDonald's_restaurant_in_Mount_Pleasant,_Iowa.jpg License:
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File:McDonalds kosher - TelAviv airport.jpg Source: http://en.wikipedia.org/w/index.php?title=File:McDonalds_kosher_-_TelAviv_airport.jpg License: Creative Commons
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File:Barcelona McDonald's.jpg Source: http://en.wikipedia.org/w/index.php?title=File:Barcelona_McDonald's.jpg License: GNU Free Documentation License Contributors: Aleutia,
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Image:McDonald's Canada restaurant in Sault Ste. Marie, Ontario.jpg Source:
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Image:McDonald's in Walmart Supercentre Brockville, Ontario.jpg Source: http://en.wikipedia.org/w/index.php?title=File:McDonald's_in_Walmart_Supercentre_Brockville,_Ontario.jpg
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File:Flag of the Netherlands.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_the_Netherlands.svg License: Public Domain Contributors: Zscout370
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File:Flag of Norway.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Norway.svg License: Public Domain Contributors: Dbenbenn
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Bestalex, Bigmorr, Bjankuloski06en, Denelson83, Ed veg, Gzdavidwong, Herbythyme, Isletakee, Kakoui, Kallerna, Kibinsky, MAXXX-309, Mattes, Mizunoryu, Neq00, Nickpo, Nightstallion,
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File:Flag of Mexico.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Mexico.svg License: Public Domain Contributors: Alex Covarrubias, 9 April 2006 Based on the arms
by Juan Gabino.
File:Flag of Cuba.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Cuba.svg License: Public Domain Contributors: see below
File:Flag of Turkey.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Turkey.svg License: Public Domain Contributors: David Benbennick (original author)
File:Flag of Argentina.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Argentina.svg License: Public Domain Contributors: Government of Argentina (Vector graphics by
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design); Vtor Lus Rodrigues; Antnio Martins-Tuvlkin (2004; this specific vector set: see sources)
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File:Flag of Serbia.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Serbia.svg License: Public Domain Contributors: sodipodi.com
File:Flag of South Korea.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_South_Korea.svg License: Public Domain Contributors: Various
File:Flag of Hungary.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Hungary.svg License: Public Domain Contributors: User:SKopp
File:Flag of the Soviet Union.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_the_Soviet_Union.svg License: Public Domain Contributors: A1, Ahmadi, Alex Smotrov,
Alvis Jean, Art-top, BagnoHax, Beetsyres34, Brandmeister, Counny, Cycn, Denniss, Dynamicwork, ELeschev, Endless-tripper, Ericmetro, EugeneZelenko, F l a n k e r, Fred J, Fry1989,
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File:Flag of Russia.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Russia.svg License: Public Domain Contributors: Anomie, Zscout370
File:Flag of the People's Republic of China.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_the_People's_Republic_of_China.svg License: Public Domain Contributors:
Drawn by User:SKopp, redrawn by User:Denelson83 and User:Zscout370 Recode by cs:User:-xfi- (code), User:Shizhao (colors)
File:Flag of Chile.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Chile.svg License: Public Domain Contributors: Alkari, B1mbo, Cycn, David Newton, Dbenbenn,
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File:Ulster banner.svg Source: http://en.wikipedia.org/w/index.php?title=File:Ulster_banner.svg License: Public Domain Contributors: Jean-Pierre Demailly
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File:Flag of Greece.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Greece.svg License: Public Domain Contributors: (of code) cs:User:-xfi- (talk)
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File:Flag of Poland.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Poland.svg License: Public Domain Contributors: Anomie, Mifter
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File:Flag of Israel.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Israel.svg License: Public Domain Contributors: The Provisional Council of State Proclamation of the
Flag of the State of Israel of 25 Tishrei 5709 (28 October 1948) provides the official specification for the design of the Israeli flag. The color of the Magen David and the stripes of the Israeli flag
is not precisely specified by the above legislation. The color depicted in the current version of the image is typical of flags used in Israel today, although individual flags can and do vary. The flag
legislation officially specifies dimensions of 220 cm 160 cm. However, the sizes of actual flags vary (although the aspect ratio is usually retained).
File:Flag of Slovenia.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Slovenia.svg License: Public Domain Contributors: User:Achim1999
File:Flag of Saudi Arabia.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Saudi_Arabia.svg License: Public Domain Contributors: Unknown
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File:Flag of Latvia.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Latvia.svg License: Public Domain Contributors: User:SKopp
File:Flag of the United Arab Emirates.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_the_United_Arab_Emirates.svg License: Public Domain Contributors: Anime
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Pmsyyz, RamzyAbueita, Ricordisamoa, Zscout370, 5 anonymous edits
File:Flag of Estonia.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Estonia.svg License: Public Domain Contributors: Originally drawn by User:SKopp. Blue colour
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File:Flag of Romania.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Romania.svg License: Public Domain Contributors: AdiJapan
File:Flag of Malta.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Malta.svg License: Public Domain Contributors: Alkari, Cycn, Fry1989, Gabbe, Hedwig in Washington,
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File:Flag of Colombia.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Colombia.svg License: Public Domain Contributors: SKopp
File:Flag of Slovakia.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Slovakia.svg License: Public Domain Contributors: SKopp
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Manuelt15, Moviedefender, NeverDoING, Ninane, Poznaniak, Przemub, Ricordisamoa, SKopp, Sarang, SiBr4, ThePCKid, ThomasPusch, Tvdm, Ultratomio, Vzb83, Zscout370, 37 anonymous
edits
File:Flag of Qatar.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Qatar.svg License: Public Domain Contributors: (of code) cs:User:-xfi-
File:Flag of Honduras.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Honduras.svg License: Public Domain Contributors: D1990, Denelson83, ECanalla, Feydey, Fred J,
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File:Flag of Sint Maarten.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Sint_Maarten.svg License: GNU Free Documentation License Contributors: User:Andrwsc,
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File:Flag of Croatia.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Croatia.svg License: Public Domain Contributors: Nightstallion, Elephantus, Neoneo13, Denelson83,
Rainman, R-41, Minestrone, Lupo, Zscout370, MaGa (based on Decision of the Parliament)
File:Flag of Samoa.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Samoa.svg License: Public Domain Contributors: Alkari, Anime Addict AA, Avala, Cycn, De728631,
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File:Flag of Fiji.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Fiji.svg License: Public Domain Contributors: Anime Addict AA, Avala, ButterStick, Denelson83, Fred the
Oyster, Fry1989, Greentubing, Herbythyme, Homo lupus, Klemen Kocjancic, Krun, Lokal Profil, Mattes, Multichill, Neq00, Nightstallion, Ricordisamoa, Sam916, Urhixidur, Vzb83, 8
anonymous edits
File:Flag of Liechtenstein.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Liechtenstein.svg License: Public Domain Contributors: User:Mnmazur
File:Flag of Lithuania.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Lithuania.svg License: Public Domain Contributors: User:SKopp
File:Flag of Cyprus.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Cyprus.svg License: Public Domain Contributors: User:Vzb83
File:Flag of India.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_India.svg License: Public Domain Contributors: Anomie, Mifter
File:Flag of Peru.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Peru.svg License: Public Domain Contributors: User:Dbenbenn
File:Flag of Jordan.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Jordan.svg License: Public Domain Contributors: User:SKopp
File:Flag of Paraguay.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Paraguay.svg License: Public Domain Contributors: Republica del Paraguay
File:Flag of the Dominican Republic.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_the_Dominican_Republic.svg License: Public Domain Contributors:
User:Nightstallion
File:Flag of French Polynesia.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_French_Polynesia.svg License: Public Domain Contributors: User:Nightstallion
File:Flag of Belarus.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Belarus.svg License: Public Domain Contributors: Zscout370
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File:Flag of Macedonia.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Macedonia.svg License: Public Domain Contributors: User:SKopp, rewritten by User:Gabbe
File:Flag of Ecuador.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Ecuador.svg License: Public Domain Contributors: President of the Republic of Ecuador, Zscout370
File:Flag of the Isle of Man.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_the_Isle_of_Man.svg License: Public Domain Contributors: User:Hoshie
File:Flag of Suriname.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Suriname.svg License: Public Domain Contributors: ALE!, Alkari, Anime Addict AA, Antemister,
Bouwe Brouwer, Fry1989, Homo lupus, Iketsi, Klemen Kocjancic, Kookaburra, Krun, Mattes, Mikewazhere, Mmxx, Nightstallion, Pfctdayelise, Reisio, SiBr4, ThomasPusch, Vzb83, Zscout370,
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File:Flag of Moldova.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Moldova.svg License: Public Domain Contributors: User:Nameneko
File:Flag of Nicaragua.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Nicaragua.svg License: Attribution Contributors: C records, Ecemaml, Tacsipacsi
File:Flag of Lebanon.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Lebanon.svg License: Public Domain Contributors: Traced based on the CIA World Factbook with
some modification done to the colours based on information at Vexilla mundi.
File:Flag of Pakistan.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Pakistan.svg License: Public Domain Contributors: User:Zscout370
183
File:Flag of Sri Lanka.svg Source: http://en.wikipedia.org/w/index.php?title=File:Flag_of_Sri_Lanka.svg License: Public Domain Contributors: Zscout370
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About McDonald's

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McDonald's Canada: "Le menu chant, 1989

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McDonald's Canada: "Le menu chant, 1989

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