Background of Mcdonalds

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McDonalds
2012
Kanika Markland McDonalds SIC # 5812
NYSE: MCD
Revenue 2011: $27,006M

McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by the eponymous 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. Their restaurants are 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. They primarily sells hamburgers, cheeseburgers, chicken, French fries, breakfast items, soft drinks, shakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit.
McDonald’s makes a lot of people for many different reasons. They have issues that range from nutrition, advertising, employment, environment, animals, free speech, expansion and capitalism. Nutritionists, for example, argue that the type of high fat, low fiber diet promoted by McDonald's is linked to serious diseases such as cancer, heart disease, obesity and diabetes. The sort of diseases that is now responsible for nearly three-quarters of premature deaths in the western world. Conservationists have often focused on McDonald's as an industry leader promoting business practices detrimental to the environment. And yet the company spends a fortune promoting itself as environmentally friendly. McDonald's spend over two billion dollars each year on advertising: the Golden Arches are now more recognized than the Christian Cross. The Corporation has pioneered a global, highly standardized and fast production-line system, geared to maximum turnover of products and profits. McDonald's now employ more than a million mostly young people around the world, some say a million people who might otherwise be out of work, others however consider that they are in fact a net destroyer of jobs by using low wages and the huge size of their business to undercut local food outlets and thereby force them out of business. Vegetarians and animal welfare campaigners aren't too keen on McDonald’s, for obvious reasons. As the world's largest user of beef they are responsible for the slaughter of hundreds of thousands of cows per year. In Europe alone they use half a million chickens every week, all from windowless factory farms. In 1996 McDonald's opened in India for the first time: a country where the majority of the population is vegetarian and the cow is sacred. So, it seems as though lots of people are opposed to the way McDonald's go about their business. So there is a big global debate going on about them right? McDonald's know full well how important their public image is and how damaging it would be to them if any of the allegations started becoming well-known amongst their customers. So they use their financial clout to influence the media, and legal powers to intimidate people into not speaking out, directly threatening free speech. Even if McDonald's were to close down tomorrow someone else would simply slip straight into their position.

McCurry (Malaysia) - Case
In 2006, McDonald's won 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...
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