Mcdonalds

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http://businesscasestudies.co.uk/mcdonalds-restaurants/staying-ahead-in-a-competitive-environment/conclusion.html#axzz2RGLFIOpv Mcdonalds
* The world's largest chain of hamburger fast food restaurants * McDonald's restaurants are found in 119 countries and territories around the world and serve 68 million customers each day making it the number one quick-service restaurant in the world. * McDonald's operates over 34,000 restaurants worldwide, employing more than 1.7 million people. The company also operates other restaurant brands, such as Piles Café. * He company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald at 1398 North E Street at West 14th Street in San Bernardino, California * 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 and subsequently bought it. * McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself * McDonald's primarily sells hamburgers, cheeseburgers, chicken, frenchfries, breakfast items, soft drinks, milkshakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, fish, wraps, smoothies and fruit. * Their introduction of the "Speedee Service System" in 1948 furthered the principles of the modern fast-food restaurant that the White Castlehamburger chain had already put into practice more than two decades earlier. * 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 withRonald McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs. * On September 13, 1961, the company filed a logo trademark on an overlapping, double arched "M" symbol. 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. Although the "Golden Arches" appeared in various forms, the present form as a letter "M" did not appear until November 18, 1968, when the company applied for a U.S. trademark. * The company owned a majority stake in Chipotle Mexican Grill until October 2006, when McDonald's fully divested from Chipotle through a stock exchange. Until December 2003, it also owned Donatos Pizza. On August 27, 2007, McDonald's sold Boston Market to Sun Capital Partners. * To accommodate the current trend for high quality coffee and the popularity of coffee shops in general, McDonald's introduced McCafé, acafé-style accompaniment to McDonald's restaurants in the style of Starbucks. McCafé is a concept created by McDonald's Australia, starting with Melbourne in 1993. * George T. Yang opened the first McDonald’s Restaurant in the Philippines in 1981. In 2005, McDonald’s Philippines became a 100% Filipino-owned company. * Today, McDonald’s has grown to become one of the country’s leading fast food chains with more than 365 restaurants nationwide. With Kenneth S. Yang now at the helm as President and Chief Executive Officer, McDonald’s is now a multi-billion peso company that continues to grow serving Filipinos all over the country. Vision: UnasapamilyangPinoy

* First to respond to the fast changing needs of the Filipino family. * First choice when it comes to food and dining experience. * First mention as the ideal employer and socially responsible company. * First to respond to the changing lifestyle of the Filipino family. Mission:

To serve the Filipino community by providing great-tasting food and the most relevant customer delight experience Values:
Customer-Driven: Conscious and deliberate action to exceed the needs and requirements of both internal and external customers Malasakit: Concern for the customer,...
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