Mcdonalds

Only available on StudyMode
  • Download(s) : 151
  • Published : April 29, 2013
Open Document
Text Preview
I. First Restaurant
The first fast food restaurant is called “White Castle” that was found in 1921 in Wichita, Kansas. The reason for this production is because customers use to complain that the burgers sold at fairs, circuses, and lunch counters were low-quality. People thought that burger meat came from slaughterhouse scraps and spoiled meat. So the founds of White Castle decided to change the public’s perception of hamburgers. They built their restaurants so that customers could see their food being made. However, McDonald’s was the first restaurant to use the assembly-line system. In 1948, the McDonald brothers opened their redesigned restaurant and their fast food restaurant chain is the world’s largest. II. McDonalds

A. History
The first “McDonalds” restaurant was opened by brothers Dick and McDonald in 1940 on Route 66 in San Bernadino, California. The menu had about twenty five offerings and the “carhops” (workers who take food to vehicles) served people waiting in their cars. McDonald’s success thrives on adapting to consumer demands. McDonalds first started as serving a simple hamburger, French fries, and a milkshake. The McDonalds operation experienced and expanded their menu into changing tastes and consumer demands. In 1963, McDonalds introduced the “Filet-of-Fish” sandwich was introduced for Catholics who did not eat meat on Friday. As followed the “Big-Mac” was introduced in 1968, then the “Egg McMuffin” in 1973, then the “McFlurry” in 1997. Also in 2005, there was the extra demand of the WiFi with “Nintendo”. There are 30,000 authorized restaurants serving 52 million people in more than 100 countries. Of those restaurants, more than 70 percent are owned by independent operator franchisees. Today, McDonalds franchise network is the world’s leading food service retailer. McDonalds has successfully reacted on consumer demands. B. Success

The most important thing that leads to McDonald’s success is managers willing to do what it takes to follow certain procedures and perform policies that ensure employees to follow procedures. Serving billions of hamburgers has put a shine on these arches. There are more than 14,000 Golden Arches locations in the United States. McDonalds is the world’s number one fast-food company by sales with more than 32,500 restaurants serving their menu in 117 countries. Their popular chain is well-known for their Big Macs, Quarter Pounders, and Chicken McNuggets. Most of the outlets are free-standing units offering dine-in and drive-through service. They also have many locations located in airports, retail areas, and other high-traffic locations. As Raymond Kroc (creator of McDonalds) said, “It was an overnight success all right, but 30 years is a long, long night.” C. Slogan

The slogan of McDonalds is “i’m lovin it” is an international branding campaign by their corporation. It was created by Heye & Partner, a longtime McDonald’s agency based in Unterhaching, Germany. It was the company’s first global advertising campaign and was launched in Munich, Germany on September 2, 2003 under the German title, “Ich liebe es.” The English part of the campaign was launched in Australia on September 21, 2003, the UK on September 17, 2003, and in the USA on September 29, 2003. McDonalds went through the first phase of their new image and slogan: “What we’re made of” in spring 2008. They also updated their menu boards with darker, yet warmer colors, and more realistic pictures of their products made. From 2009 to 2010, McDonalds introduced new packaging worldwide. D. People’s Response

All the advertising commercials McDonald puts out are to attract customers. They are mainly attracting kids with all their free toys and playgrounds. Parents then are driving or having to order from the closest McDonalds around to please their children. Customers also highly respond to the growth of their new products. III. Health

A. Effect on body
Despite the delicious flavor of fast food,...
tracking img