Mcdonald's Case Study

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1.0 Background Restaurants McDonald’s is the world’s largest network of hamburger fast-food restaurants, it served over 68 million customers every day in 119 countries and has 36 000 outlets (Yahoo Finance, January 2012). Established at United States in 1940, this company started operating as a barbecue restaurant inspired by Richard and Maurice McDonald, located at 1398 North E Street at West 14th Street in San Bernardino, California. Their introduction of the “Speeded 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 first McDonald’s with the arches opened in Phoenix during March 1953. The original mascot…show more content…
Kroc later purchased the McDonald’s brother’s equity in the company and led its worldwide expansion, and the company became listed on the public stock markets ten years later (, 2006). Kroc was also known for his aggressive business practice compelling in McDonald brother all conflict on business control, as documented in both Kroc’s autobiography and in the McDonald brother’s autobiography. The San Bernardino restaurant was demolished on 1976 (1971, according to Juan Pollo) and the site was sold to the Juan Pollo restaurant chain (McDonald’s Museum, May 2012). This area now serves as headquarters for the Juan Pollo chain and McDonald’s into many company international markets has become one globalization symbol and the spread of the American way of…show more content…
We’re dedicated to be a great place for our people to work to being a strong, positive presence in your community and to delivering the quality, service, cleanliness and value our customers have come to expect from the Golden Arches a symbol that’s trusted around the world. In its mission statement, McDonald’s include details about its market position, as shown in the “favourite place and the way to eat and drink” component approach is highlighted in the “great place for our people to work” component. In addition, McDonald’s mission statement covers its corporate social responsibility position in the “positive presence in your community” part. The rest of the mission statement indicates McDonald’s brand image and the character of its products. 1.2 McDonald’s Vision McDonald’s vision is as follows: “Our overall vision is for McDonald’s to become a modern, progressive burger company delivering a contemporary customer experience. Modern is about getting the brand to where we need to be today and progressive is about doing what it takes to be the McDonald’s our customers will expect tomorrow. To realize this commitment, we are focused on delivering great tasting; high-quality food to our customers and providing a world-class experience that makes them feel welcome and

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