McDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food restaurants, serving nearly 47 million

customers daily.[4] At one time it was the largest global restaurant chain, but it has since been surpassed by multi-brand operator Yum! Brands (KFC, Taco Bell and others) and sandwich chain Subway. In addition to its signature restaurant chain, McDonalds Corporation held a minority interest in Prt A Manger until 2008, and owned the Chipotle Mexican Grill until 2006 and the restaurant chain Boston Market until 2007.[5] 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% over the three years ending in 2007 to $22.8 billion, and 9% growth in Operating income to $3.9 billion.[6]

McDonald's primarily sells hamburgers, cheeseburgers, chicken products, french fries, breakfast items, soft drinks, milkshakes, and desserts. In response to obesity trends in Western nations and in the face of criticism over the healthiness of its products, the company has modified its menu to include healthier alternatives such as salads, wraps and fruit.

The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald in

San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant. 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 a puffed out costume legs. [7] [8] 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.[9] In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched "M" symbol.[10] 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.[11] The modern double arched "M" symbol that continues to be in use today at McDonald's restaurants did not appear until November 18, 1968, when the company filed a U.S. trademark on the now famous symbol that continues to be in use through the end of the year 2009.[12] The first McDonald's restaurants opened in the United States, Canada, Costa Rica, Panama, Japan, the Netherlands, Germany, Australia, France, El Salvador and Sweden, in order of openings. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois, on April 15, 1955[13] , the ninth McDonald's restaurant overall. Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion, and the company became listed on the public stock markets in 1965.[14] 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 site of the McDonald brothers' original restaurant is now a monument.[15] 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.

McDonalds is one of the leading restaurant chains in the world, touching the lives of people everyday.

The long journey of the burger brand started in 1940, when two brothers, Dick and Mac McDonald opened the first McDonalds restaurant in San Bernardino, California. Initially, they owned a hotdog stand, but after establishing the restaurant they served around 25 items, which were mostly barbequed. It became a popular and profitable teen hangout. In 1948, the brothers closed and reopened the restaurant to sell only hamburgers, milkshakes and French fries. As per the information of the McDonalds history, the major revenue came from hamburgers, which were sold at a nominal price of 15 cents. The restaurant gradually became famous and the McDonald brothers begin franchising their restaurant in the year 1953. The first franchise was taken by Neil Fox and under it; the second Mc Donalds restaurant was opened in Fresno, California. It was the first to introduce the Golden Arch design. The third and fourth restaurants were opened in Saginaw, Michigan and Downey, California, respectively. The latter is the oldest Mc Donalds restaurant still in operation. In 1954, an entrepreneur and milkshake-mixer salesman, Ray Kroc, acquired the franchise of McDonalds restaurant for outside California and Arizona. In effect, Kroc opened his first and the overall ninth restaurant in Illinois, Chicago, and gave birth to Mc Donalds Corporation. In 1958, the restaurant chain sold its 100 millionth hamburger. In 1960, Kroc renamed his company as McDonalds Corporation. In 1961, Kroc convinced the McDonald brothers to sell the business rights to him for a sum $2.7milion. Later that year, the Hamburger University was opened, which gave away McDonald's restaurant Bachelor of Hamburgology degrees to students. In 1963, the mascot Ronald McDonald was born as a part of a marketing strategy in US. In 1967, the first restaurant outside US was opened in Richmond, British Columbia. In 1974, the 3000th restaurant opened in Woolwich, United Kingdom, which is the first of the country. Happy Meal was introduced in US in 1979. In 1984, the company became the main sponsor of the Summer Olympics. The year was also marked by the death of Ray Kroc. In 1988, the first restaurant opened in a communist country in Belgrade, Yugoslavia, followed by the first Soviet restaurant in Moscow (1990). In 1992, the largest McDonalds was opened in Beijing, China, having over

700 seats and was later demolished. In 1993, the first sea-going restaurant was established, aboard the Finnish Cruise-ferry Silja Europa, sailing between Helsinki and Stockholm. In 1994, McDonalds bagged the Catalyst Award for its program for fostering leadership development in women. In 1996, the first Indian restaurant was opened. In 2003, the company launched the Im lovin it campaign. In 2005, McDonalds started its McDelivery service in Singapore. In 2006, the chain announced that it will publish nutritional information on its packaging of all its products, for the benefit of the customers. Considering the huge success and brand McDonalds has become, the food chain is spread across the world in almost all the major cities of the globe. Being economic and user friendly, the success rate of the company cannot be doubted.

Imc Audit Of Mcdonalds I. Organizational Background

Overview of McDonald's Corporation McDonald's Corporation's history began in California, USA in the year 1953 with their founder Mr. Raymond Albert Croc. It is currently the leading global fast food retailer operating more than 30,000 local restaurants, serving approximately 50 million people everyday in more than 119 countries worldwide. Some of McDonald's products are the world famous French Fries, Chicken McNuggets, Egg McMuffins, Sundaes and Quarter Pounder. It is one of the world's most well known and valuable brands and holds a major share in the fast-food business in almost every country they operate. (McDonald's corporation, 2006). The famous company operates other restaurant brands like Aroma Caf and Boston Market and has a minority stake in Pret a Manager. (Hoover's, Inc., 2007) McDonald's acquires Boston market for $173.5 million in the year 2000. (About, Inc., 2007). The company also had a majority stake in Chipotle Mexican Grill. Until December, 2003 it also owned Donatos Pizza. It also has a subsidiary, Redbox, which started in the year 2003 as 5.5 meter wide automated convenience stores. McDonald's Corporation's business model is slightly different from that of most other fast food chains. In addition to the normal franchise fees, supplies and percentage of sales, the company also collects rent, partially linked to sales. According to the condition of the franchise agreement, the Corporation owns the properties on which McDonald's franchises are located. (Biz/ed, 1996-2007) Market Place and Competitors Quick Service Restaurant industry sales in USA are expected to reach a record $537 billion in 2007?a solid 5.0 percent increase over 2006 sales?announced by the National Restaurant Association's 2007 Restaurant Industry Forecast. (National Restaurant Association, 2007) The fast food industry witnesses intense competition in USA. McDonald's key competitors are Burger King, Wendy's and YUM!. These...

Mc Donald Case Analysis Executive Summary

The business began with two brothers. In 1937, Dick and Maurice McDonalds opened a small drive-in restaurant east of Pasadena, California. They served hotdogs and shakes. This led to the creation of a bigger drive-in which operated successfully and by 1948, the brothers had a made a fortune they never expected. The brothers realized that hamburgers comprised of 80 percent of their sales and closed their doors to re-evaluate their business model. The same year, in 1948 the model was about affordable dining for family who wanted to eat out. The "Speedy Service System" was also implemented that included an assembly line of sorts, a nine-item menu, and an all male staff. The operations were proven successful in 1952 ad the first franchise was sold to Neil Fox who opened a restaurant in Phoenix, Arizona and created the well-known golden arches of McDonalds. Fox had huge success with the store and the brothers were reluctant at first to begin a national franchise system, but soon realized that too many copycats were creeping up and they needed an advantage and a head start. Ray Croc joined the team as the exclusive franchise agent in the United States. Some of the problems and challenges facing the company is the increase in competition, poor management, bad marketing, and lack of response to the changes in the needs of franchises and customers. This resulted in the strategic issues that needed to be implemented to continue growing success for the company. Going global is critical in the expansion of McDonalds. Over the past couple of decades, the major chains have also begun to expand into the global marketplace and have opened franchises up around the world. McDonald's currently operates in over 120 countries around the world with over 30,000 stores. In analyzing this company, the strengths, weaknesses, opportunities, and threats were inevitably explored to better understand the current situation. This SWOT analysis shows us that...

Mcdo

I. Introduction McDonalds has always been a leader in the fast food industry. Through its dynamic market expansion, new products and special promotional strategies, it has succeeded in making a name for itself in the minds of the target customers. However, McDonald's earnings has declined in the late 1990's and 2000s. This is mainly due to a fiercely competitive industry and variety in customer tastes and preferences. II. Statement of the Problem How can McDonalds increase its sales, market share and profits in a fiercely competitive industry? III. Objectives McDonalds objectives are to reverse the decline of sales, to continue staying ahead of the competition in the fast food industry and to find new strategies that would help the restaurant successfully compete in the a fiercely competitive market. IV. Areas of Consideration Situation Eating habits of Americans are changing Younger consumers are getting tired of fast food and are becoming health conscious Growing dissatisfaction with the quality aspect of fast food restaurants such as McDonalds Fast food is losing its sense of appeal to the large group of customers who frequently eat out Environment another segment of the fast-food industry is comprised of a non-hamburger restaurants, growing trend is moving customers to non-burger sandwiches increase in the fast-casual segment that includes restaurants that offer deli sandwiches and more upscale meals with more comfortable surroundings but faster Background McDonalds has added new products on its menu Advertising message focused on tasty and nutritious food, friendly folks and fun Invested heavily in advertising and improving its public image Opened first domestic McCafe Customers recognize the importance of drive-through customers (try to increase the speed of drive-through delivery)

 Importance of heavy users of fast-food restaurants Threats McDonalds cheap and greasy image Major Competitors...

Report Of Consumer Satisfaction Of Mcdonald's Contents Page

Section No. 1. Introduction 2. Procedures 3. Findings a) Background of McDonald's b) Mission of McDonald's c) McDonald's menu items d) Measures for consumer services by McDonald's e) Delivery service f) Competitions g) Consumer's complaints h) Questionnaire results 4. Conclusions 5. Recommendations 6. Appendixes: Questionnaire about the consumer satisfaction of services of McDonald's in Changsha 1. Introduction As requested, this report is based on a market research on the consumer satisfaction of the services of McDonald's in China. This report shows McDonald's background , history, an introduction of its services and reveals the benefits and the drawbacks of the services of McDonald's in China, in the increasing restaurants in China, for McDonald's in China itself and also the customers. Also, there are some recommendations for McDonald's. 2. Procedures The information shown in this report was gathered from: http://www McDonald's com/ http://www.bokee.net/newcirclemodule/article_viewEntry.do?id=464256&circleId=111136 http://www.mcdonalds.com.tw/ http://en.wikipedia.org/wiki/McDonald's http://www.customerservicemanager.com/dealing-with-customers-complaints.htm 3. Findings a) Background of McDonald's McDonald's founders Dick and Mac McDonald started with their little drive-in restaurant in San Bernardion, California in the late 1940s. But McDonald's today serves 38 million customers each day, 20 million of them in the USA. It's about 23000 restaurants in more than 100 countries around the world. It's one of the world's great entrepreneurial organizations, with most restaurants worldwide run by a franchisee or affiliate partner of the company. It's one of the two most recognized and powerful brands in the world, the other being Coca-Cola, the only soft drink supplier to McDonald's today. It's a growing company, adding more than2000 new restaurants to their system each year. This means a new McDonald's will open... Poter's 5 Model Of Mcdonalds PORTER FIVE FORCE THEORY. Entry

The burgers were not included in the Indian market ever before, as the McDonalds did its entry in Indian market with several new products. The company has been success in many other countries before but it wanted to survive in Indian market. It wanted to serve their food as a fast food and during their entry period fast food culture was just started in Indian hotel scenario. It was necessary for company to built its brand name and influence people by its name. The company also had different foreign player with it within short time. But McDonalds was focused and changed its product as per Indian taste. Buyerssupplier power The initial cost of the product was high so only it has few customer who would visit its franchise. But with time it started minimizing its price and targeting children as their main customer. The company has its own centralized kitchen in every area so that it maintain same standard of quality and service of food. The company deals with one supplier for raw materials so that it reflects in product. It also maintain same price for company irrespective of market price fluctuating. This helps in maintaining control over prices and expenditure. Substitutes and complements The company has competitor which has product more or less on the same background and also come under fast food ventures. The competitors would be mainly pizza hut, Kentucky fried chicken, dominos and others such as subway. The company has it product which includes substitutes like French fries, burger, softies. If the general price of product goes up, McDonalds price rises as well and same can be said of the quantity sold of these products, which make them complements to each other. The main product of competitors differs greatly from each other.

McDonalds Mission Statement "McDonald's vision is to be the world's best quick service restaurant experience. Being the

best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile."

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McDonald's vision McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile. McDonald's Missions Be the best employer for our people in each community around the world Deliver operational excellence to our customers in each of our restaurants; and Achieve enduring profitable growth by expanding the brand and leveraging the strengths of the McDonald's system through innovation and technology.