Strategic Paper

Topics: McDonald's, Fast food restaurant, Burger King Pages: 11 (3156 words) Published: March 12, 2013
Executive Summary
McDonald’s is the world’s largest chain of fast food restaurant serving more than 58 million customers daily. The firm has an excess of 30,000 restaurants worldwide employing 1.5 million people. The business began in 1940 with a restaurant opened by two brothers namely Richard and Maurice McDonald in San Bernardino, California and then was bought by Ray Kroc who is now the founder of the McDonald’s corporation. A McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. Today, the Philippines is also one of the countries that has a franchise of McDonalds with 300 restaurants nationwide. As of 2005, McDonald’s Philippines is a 100% Filipino owned company which is built by George T. Yang the first golden arches in 1981 from its first restaurant along Morayta, Manila. McDonald’s Philippines is now in the pursuit of being a multi-billion peso company continuing to expand and serve the Filipinos all over the country. McDonald’s is a customer-oriented company that strives to offer Filipinos a combination of great tasting, quality food products at value prices with excellent service.

1. Awareness objective: Increase awareness amongst the public’s with the aim of knowing that McDo offers healthier alternatives. Create awareness amongst families with kids under 15 years old. (Increase of 20 % within a  year)

2. Acceptance objective: Create a smooth transition when trying to increase positive attitude towards the healthier new alternatives.

3. Action objective:
- Opinion action: to have the customers who are fond of the changes spread the word - Behavior: To change the behavior of existing customers to also  buy the new options, and to attract new customers who are interested in the new products.

Organizational Chart:
McDonald's Vision
McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.

McDonald's Missions
Be the best employer for our people in each community around the world Deliver operational excellence to our customers in each of our restaurants; and Achieve enduring profitable growth by expanding the brand and leveraging the strengths of the McDonald's system through innovation and technology. Try to fulfill our customer, automatically our profit will improve.


In 1937, Patrick J. McDonald opened "The Airdrome", an octagonal food stand, on Huntington Drive (Route 66) near the Monrovia Airport in Monrovia, California. Hamburgers were ten cents, and all-you-can-drink orange juice was five cents. In 1940, his two sons, Maurice and Richard ("Mac" and " Dick"), moved the entire building 40 miles (64 km) east, to West 14th and 1398 North E Streets in San Bernardino, California. The restaurant was renamed "McDonald's Bar-B-Q" and served twenty five barbecued items on their menu.

In October 1948, after the McDonald brothers realized that most of their profits came from selling hamburgers, they closed down their successfulcarhop drive-in to establish a streamlined system with a simple menu of just hamburgers, cheeseburgers, french fries, shakes, soft drinks, and apple pie. The carhops were eliminated to make McDonald's a self-serve operation. Mac and Dick McDonald had taken great care in setting up their kitchen like an assembly line to ensure maximum efficiency. The restaurant's name was again changed, this time to simply "McDonald's," and reopened its doors on December 12, 1948.

In 1953, the McDonald brothers began to franchise their successful restaurant, starting in Phoenix, Arizona and Downey, California; the latter is today the oldest...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Enzymes and Paper
  • General Paper
  • Banana Paper
  • Paper Flower
  • Ancient Paper
  • Paper Charcoal
  • Recycling Paper
  • Maths C1 Papers

Become a StudyMode Member

Sign Up - It's Free