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Mcdonald's Marketing Program

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Mcdonald's Marketing Program
McDonald 's Marketing Program The story of McDonald’s began in 1940 when Dick and Mac McDonald open their first car hop in San Bernardino, CA which had a large menu and employees served customers while they sat in their vehicles. In 1948 the brothers redesigned the location to include a walk-up self-service counter and drive-in, simplified the menu to only 9 items and opened a second location. In addition to burgers and fries, the McDonald’s brothers served milkshakes made with an appliance called a Multimixer which they bought from a salesman by the name of Ray Kroc, who, in 1949 visited the brothers in San Bernadino to supply them with additional Multimixers. Kroc was extremely impressed with the efficiency and success of their operation and discussed the brother’s interest in expanding. Ray Kroc caught the vision of the franchise model by becoming McDonald’s franchise agent and in 1955 officially opened the first McDonald’s franchise in Des Plaines, Illinois. The restaurant was constructed using red and white tile and with large golden arches which famously became the signature look for many years. Four years later they opened their 100th store Fon Du Lac, WI in 1959. McDonald’s first international locations were opened in Canada and Puerto Rico in 1967. One of the main components of McDonald’s success came in 1961 with the establishment of Hamburger University which opened in Elk Grove Village, Illinois. Ray Kroc knew that to orchestrate a successful expansion the McDonald’s system must be taught and duplicated with exactness. The success of Hamburger University was proven in 1963 with the opening of the 500th location in Toledo, OH. McDonald’s began to market to families in 1962 by including indoor seating and introducing the Ronald McDonald character in 1966 which was instantly popular with children. The company has continued to grow throughout the years into one of the most recognized restaurant chains in the world.


References: Adamy, Janet. (2008). McDonald 's Takes On A Weakened Starbucks. The Wall Street Journal. Retrieved from http://online.wsj.com/article/ SB119967000012871311.html?mod=googlenews_wsj. Burton, B. (2006, October 21). New Zealand Police End McDonald’s School Marketing Program. New Zealand Herald. Retrieved from http://www.prwatch.org/node/5320 Chin, Gu McDonald’s looks for new global marketing chief. (2010). Retrieved from http://archive.chicagobreakingbusiness.com/2010/05/McDonald’s-looks-for-new-global-marketing-chief.html McDonald’s, (2005) Robinson, W. I. (2005). Global capitalism: the new transnationalism and the folly of conventional thinking. Science & Society, 69(3), 316. Retrieved October 10, 2005, from ProQuest database.

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