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INTRODUCTION OF MCDONALD’S

McDonald's Corporation (NYSE: MCD) is the world's largest fast food chain, selling primarily hamburgers, chicken, french fries and carbonated drinks and more recently salads, fruit and carrot sticks. The business was founded in 1940 with a restaurant opened by siblings Dick and Mac McDonald. It was their introduction of the "Speedee Service System" in 1948 that established the principles of the fast-food restaurant. However, the company today dates its "founding" to the opening of CEO Ray Kroc's first franchised restaurant, the company's ninth, in 1955. He opened his first McDonald's in Des Plaines, Illinois in April 1955. ----------------

McDonald's restaurants are found in 120 countries and territories around the world and serve nearly 54 million customers each day. McDonald's has become emblematic of globalization, sometimes referred as the "McDonaldization" of society. The Economist magazine 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. Because McDonald's is closely identified with United States culture and lifestyle, its international business expansion has been termed part of Americanization and American cultural imperialism. McDonald's remains a target of anti-globalization protesters worldwide. Furthermore, McDonalds has over 33 thousand stores worldwide.

With many emerging markets around the world, McDonalds are striving to expand into these countries to capitalize on the fast food industry and opportunities that awaits them. With many competitors, McDonalds have always taken into account Competitive Advantage to stand out and constantly remain ahead of its rivals. Such areas which McDonalds have constantly improve on are the Innovation, Cost Competitiveness, Quality, Speed, Service sectors and to compare it against their competitors. For Innovation, McDonalds stands out as it came out with the concept of...
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