McDonalds: Customer Driven

Topics: McDonald's, Hamburger, Big Mac Index Pages: 5 (1440 words) Published: November 24, 2014
Samantha Lawson

March 20, 2013


McDonald's: Customer Driven

What does it mean to be customer driven? One Fortune 500 Company that lives to please and satisfy their customers is, McDonald's. According to the article The Ray Kroc Story (2012), McDonald's passion for quality and customer service all began with a man named Ray Kroc (p.1). In 1954, Ray came across a restaurant in San Bernardino, California run by brothers Dick and Mac McDonald. He was immediately captivated by how effective their small operation was. Ray found that the restaurant only offered a limited menu, which consisted of burgers, fries, and beverages. Due to the limited variety, the brothers were able to focus on what was really important, which was quality customer service.

Ray Kroc had formed a vision. The article The Ray Kroc Story (2012), he pitched his vision of McDonald's restaurants all over the United States to the brothers (p. 2). In 1955, one year after discovering the small restaurant in California, Ray Kroc founded the McDonald's Corporation. Five years later, Ray bought the exclusive rights to the McDonald's name, and by 1958 McDonald's has sold its 100 millionth burger.

According to the article The Ray Kroc Story (2012), Kroc's unique philosophy was that he wanted to build a restaurant system that would be famous for its food consistency, its uniform methods of preparation, and that was customer driven (p. 3). He wanted to be able to serve burgers in Alaska that would taste the same in Alabama. To make this a reality he persuaded franchisees and suppliers to buy into his vision. This was that they were not working for McDonald's, but rather for themselves, for McDonalds.

Ray Kroc never stopped working for McDonald's. He worked there right up until he passed away on January 24, 1984 (p. 4). He worked out of his wheelchair in his office, nearly every day, in San Diego, California. Ray Kroc's legacy and passion for quality, service, and efficiency continues to still be an integral part of McDonald's today.

McDonald's has more than 33,500 restaurants worldwide. It also has 1.7 million employees, throughout 119 countries. McDonald's mission statement and list of values truly shows how they are customer driven and what they focus on, to continue being successful. The article McDonald's Mission and Vision (2010-2012), their brand mission is to be their customers favorite place and way to eat (p. 1). They operate around seven core values every day. The first value is that they place the customer experience at the core of what they do. They say that their customers are the reason for their existence. They show their appreciation by providing every person that walks through their door, and drives through their drive thru with high quality food. Their goal is quality, service, cleanliness, and value for each and every customer.

Second, they are committed to their customers. McDonald's provides ample opportunity, they nurture talent, and they develop leaders. This company believes that a team of well-trained individuals, coming from diverse backgrounds, working together fosters respect, and is key in their continued success.

The third value according to the article McDonald's Mission and Vision (2010-2012) is that they believe in their system (p. 1). McDonald's has a business model that Ray Kroc compared to a three legged stool. His philosophy was based on the simple principle of the three legged stool: one leg was McDonald's, the second leg was the franchisees, and the third leg was McDonald's suppliers.

Fourth, they operate their business ethically. This company believes that sound ethics is good business. They strive to hold themselves and to conduct their business to a high standard of fairness, honesty, and also integrity. McDonald's believes that they are individually accountable and collectively responsible.

Fifth, they give back to their communities. McDonald's is serious about the responsibilities...

References: McDonald Mission and Corporate Values :: (n.d.)._" Official Global Corporate Website :: AboutMcDonalds.com_. Retrieved March 24, 2012, from
Ronald McDonald House Charities :: (n.d.). _Home :: McDonalds.com_. Retrieved March 23, 2012, from
The Ray Kroc Story :: (n.d.). _Home :: McDonalds.com_. Retrieved March 22, 2012, from
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