McDonald’s competes on three main bases, such as speed, affordability, and standardization, mainly to make their customers happy. Through extensive market research and surveys, the organization discovered that its customers desired speed as one of the restaurants’ top priorities. Therefore, McDonald’s vision aims to “provide fast, friendly and accurate service” (“McDonald’s Worldwide”). McDonald’s realized that specific targets are necessary to measure the performance of speed; therefore, they continuously take relevant measurements to compare actual performance with desired targets. From the customers order, to the making of the burger, and till the customer leaves the restaurant, speed is a key factor in McDonald’s operation strategy. To reduce the amount of time it takes to provide services, the company uses standardized training processes for its employees and new drive-thru layouts. Along with speed, McDonald’s also competes by offering prices at a low cost.
To offer high quality products at low cost requires efficient processes throughout the entire McDonald’s organization. Once again, this goal is built into their vision statement when they claim, “We will be the most efficient provider so that we can be the best value to the most people” (“McDonald’s Worldwide”). McDonald’s incorporates several avenues to provide great value to its customers. One strategy that the company has employed for many years is the value meal. The value meal allows customers to buy a sandwich, French fries, and beverage at a discount when purchased together. McDonald’s restaurants offer value meals for both their lunch and breakfast menu from seven to twelve.
McDonald’s is one... [continues]
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