Case study on mc donald’s (2)(1)Presentation Transcript
• Mc Donald’s history
• Success story
Ray Kroc opened first
McDonald’s restaurant in
1955 in u.s.a
McDonald’s QSC&V was hit.
In 1967 first McDonald’s restaurant open outside U.S.A
By 1983 it had 6000 restaurants in U.S.A.
By 1995 it had more than 18000 restaurants in 89
countries in six continents.
In the same year the built 2400 restaurants .
In 2007 it had more than 31000 restaurants in 119
V I S I O N
‘To be the best and leading
fast food provider around
world's best quick service restaurant
providing outstanding quality,
service, cleanliness, and value, so that we make every customer
in every restaurant smile."
In 1995 the Big six countries that provided about 80%
of the international operating were
In Europe M Donald’s maintains a small percentage of restaurant sales
but commands a large share of fast food market.
McDonald’s restaurants in Moscow attracts more visitors.
Beijing McDonald’s restaurants opened in 1995 attracted more than
some 40000 people.
IN 1995 McDonald’s opened first Kosher restaurant in jerusalem, where
it does not serve a diary products.
American style is growing more rapidly abroad than at home.
McDonald’s international sales have been increasing every year.
Now McDonald’s also serves chicken,sausage & salads.
Another item, very different product is pizza.
To attain quality the quality assurance centers are located in
In McDonald’s training plays a crucial role in customer service.
The Hamburger universities in different countries teach necessary
skills in 22 languages with the aim of providing 100% customer
McDonald’s was the first restaurant in Europe to welcome families with
McDonald’s golden arches promise the same basic menu and QSC&V in
In McDonald’s products,handling and cooking procedures were and
kitchen layouts are standardized and strictly controlled.
McDonald’s restaurants are run by local managers and crews.
Owners and managers attend the Hamburger university near Chicago or
in other places around the world to learn how to operate a McDonald’s
restaurants and maintain QSC&V.
McDonald‘s ensures consistent products by controlling every stage of the
Regional distributors centers purchase products and distribute them to
McDonald’s uses essentially the same competitive strategy in every
country, i.e.be first in a market and establish its brand as rapidly as
possible by advertising very heavily .
McDonald’s advertising campaigns are based on local themes and
reflect the different environment.
McDonald’s business structures take a variety of forms, with a majority
of the restaurants being franchises.
McDonald’s restaurants are joint ventures with local entrepreneurs, who
own 50% or more of the restaurant.
European and south American restaurants are generally company
McDonald’s tough competitors are KFC,Burger King,Pizza.
In 2006 McDonald’s introduced its “FOREVER YOUNG” brand by
redesigning all of their restaurants,the major redesign in 1970s.
The new design included the traditional McDonald’s yellow and red
colors,but red will be muted to terra cotta,the yellow will turn golden for
a more “sunny” look,and olive and sage green will be added.
To warm up their look, the restaurants will have less plastic and
more brick and wood,with modern hanging lights to produce a
The new restaurants will feature three new different areas:
The “linger”zone will offer armchairs, sofas, &Wi-Fi
connections,a concept introduced by Starbucks.
The “grab and go” zone will feature at all counters with bar stools
for customers who eat alone ,plasma Tv will offer them news and
The “flexible”zone will be targeted towards families and will
have booths featuring fabric cushions with colorful pattern and
McDonald’s is now offering a range of high quality of food that can fit
into a balanced diet.
One such alternative is introduction of premier coffee,a market that
dominated the starbucks.
McDonald’s risky stragety of introducing the premier coffee and creating
a new restaurant environment with art display and wide screen
It is first restaurant in Europe to welcome families with
They have entertained with crayons and
papers,Playland, and the clown Ronald McDonald
Every day more than 33 million people eat at
McDonald’s around the world, with 18 million of them
from united states