McDonald’s: Serving Fast Food around the World
Ray Kroc opened the first McDonald’s restaurant in 1955. He offered a limited menu of high-quality, moderately-priced food served fast in spotless surroundings. McDonald’s “QSC&V” (quality, service, cleanliness, and value) was a hit. The chain expanded into every state in the nation. By 1983 it had more than 6000 restaurants in the United States and by 1995 it had more than 18,000 restaurants in 89 countries, located in six continents. In 1995 alone, the company built 2,400 restaurants.
In 1967 McDonald’s opened its first restaurant outside the United States, in Canada. Since then, the international growth accelerated. In 1995, the “Big Six” countries that provide about 80 percent of the international operating income are: Canada, Japan, Germany, Australia, France, and England. In the same year, more that 7000 restaurants in 89 countries generated sales of $14 billion. Yet fast food has barely touched many cultures. The opportunities for expanding the market are great when one realizes that 99 percent of the world population is not yet McDonald’s customers. For example, in China, with a population of 1.2 billion people, there are only 62 McDonald’s restaurants (1995). McDonald’s vision is to be the major player in food services around the world.
In Europe, McDonald maintains a small percentage of restaurant sales but commands a large share of the fast food market. It took the company 14 years of planning before it opened a restaurant in Moscow in 1990. But the planning paid off. After the opening, people were standing in line up to 2 hours for a hamburger. It has been said that McDonald’s restaurant in Moscow attracts
More visitors '' on an average 27,000 daily than Lenin’s mausoleum (about 9,000 people) which used to be the place to see. The Beijing opening in 1982 attracted some 40,000 people to the largest... [continues]
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