McDonalds - Micro & Macro Factors
Assignment 1 - SHRM
Prof. Nishtha Asrani
Faeem Baghad (NR 11005)
Company Profile and History
Everything has started when Patrick McDonald opened “The Airdrome” in 1937. This restaurant was located at the Monrovia Airport in Monrovia, California. At that time prices were much lower than it is today. Back to then the hamburgers were sold only for 10cents, and all-you-can-drink orange juice cost only 5cents. After 3years, in 1940 his two sons Mac and Dick (Maurice and Richard), relocate the whole building and open the restaurant with new name “McDonald’s Bar-B-Que Restaurant” in San Bernardino, California. It was a typical drive-in featuring a large menu and car hop service. In 1948 McDonald brothers closed their restaurant temporarily. After 3months, in December the new, with a self-service drive-in, restaurant was opened. The menu was minimized and it consisted only from nine items (hamburger, cheeseburger, soft drinks, milk, coffee, potato chips and a slice of pie. After several years, in 1954, a multimixer salesman Ray Kroc enters into a McDonald’s developing stage. He realized that taking an opportunity to become a franchising agent for a whole new concept of restaurant is an appropriate decision for his future. On April 15th 1955 the first McDonald’s restaurant in Des Plaines, Illinois is opened. A one year later Fred Turner (future McDonald’s Chairman) is hired as a counter man. After a while he became the head of McDonald’s Operations which were responsible for the quality, service and cleanliness. The biggest event at that time in 1960’ was the statement that McDonald’s has sold 100 Million of hamburgers in more than 100 restaurants in America. A few years later in 1961 Hamburger University is opened. After this university students get a Bachelor degree of Hamburgerology. 1 The Business started to expand and in 1963 there were 5times more restaurant than in 1958. McDonald’s reaches 500 restaurants. At the 10th Anniversary (1965) of McDonald’s it issues the first public stock selling for $22.50 per share. In 1967 McDonald’s starts the business internationally. Firstly, it goes to close neighbours, in Canada and Puerto Rico first restaurants are opened. Therefore, nowadays we can see McDonald’s restaurants in 119 countries around the world. Another big change in McDonald’s history was the first Drive-thru. It was opened in Sierra Vista, Arizona. As long as there were soldiers near Fort Huachuca who were not allowed to leave the car in army fatigues, the McDonald’s has solved this problem introducing a new service “drive-thru”. It became one of most successful implementation in services field. Later on McDonald’s started to expand its business really quickly. The restaurants are opened in Japan then in Spain, Denmark, and Philippines. At the end of 1983, McDonald’s has 7,778 restaurants located in 32 countries all around the world. At the year of 1996 the Internet site McDonald’s is created. In 2009 the break event was that McCafe goes National and later on internationally. Nowadays McDonald’s is considered to be the leading global food service retailer. It owns more than 32,000 local restaurants in 119 countries worldwide. The principle of this expansion is quite simple to serve high quality, standardized products to all customers. The restaurants are operating independent and they run by local businessman or businesswoman.
Mission - Vision - Values
Mission. Vision. Values
McDonald's brand mission statement is to "be our customers' favorite place and way to eat." Our worldwide operations have been aligned around a global strategy called the Plan to win cantering on the five basics of an exceptional customer experience - People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers' experience.2 This mission includes becoming the best employer for people in each local...
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