November 05, 2012
Changing Ethical Perspectives-McDonald’s
When Dick and Mac McDonald opened their first barbecue restaurant in 1940, it is doubtful they realized the impact their company name would have upon the world of business and food service. A few years after they opened their restaurant, they closed to renovate, rethink their business strategy, and presented a simple drive-in restaurant with a small menu to allow the brothers to focus not on providing diversity and choices, but quality within their service and products (“Our History-1940”, n.d.).
It may have been the simplicity of the operation, or the high level of dedication to service that attracted the attention of restaurant equipment salesman Ray Croc. In 1954, Ray Croc visited their only establishment in San Bernadino, California and learned they had an interest in building a franchise around their existing business configuration. Ray Croc and the McDonald’s brothers agree on their first franchise plan and set out to build more locations. Kroc opens his first franchise location in Des Plaines, Ill. on April 15, 1955. By 1965, there would be more than 700 McDonald’s restaurants throughout the United States (“Our History-1955”, n.d.).
As McDonald’s expanded outward, their community responsibilities inherently would increase. Through the period of the fifties and sixties, community and social responsibilities were simple; keep a clean restaurant, set reasonable prices (hamburgers were 15 cents), and concentrate on service. At the outset, it would appear the ethical perspective would be one close to utilitarianism (what will the most people like), with little emphasis on deontology or virtue theory. As McDonald’s moved into the seventies leading them on a voyage around the world, these responsibilities and perspectives would have to adapt and change rapidly to accommodate cultural changes and needs. Changes in Ethical Perspective as a...