McDonald's achieved over 700 outlets by 1965 through focusing on its core brand values of quality, service, cleanliness and value (QSC&V). It strived to improve and innovate while giving back to communities through Ronald McDonald Houses and other activities. McDonald's grew profitably using holistic marketing activities like advertisements and appealing characters like Ronald McDonald. Future risks include changing consumer interests in health and potential threats from competitors.

2. Year 1955
1 outlet

3. >700 Outlets
Year 1965

4. …
But how exactly did it achieve this
status?

5. By growing it’s brand equity while
striving to ensure that it’s brand values
are satisfied

6. Which brings us to the question of…

7. Brand
Values
Customer Service
at core – QSC&V
Giving back to
communities
Grow Business
Profitably
Strive to Improve

8. Customer Service at Core – QSC&V
The company has always believed and worked on
providing their customers high quality food and superior
service in a clean, welcoming environment at a great value

9. Giving back to communities:
The company strives to make the world a better place by helping their
customers build better communities, support Ronald McDonald House
charities, and many other activities
Ronald
McDonald
Houses

10. Grow business profitably:
The company aims at providing sustainable profitable
growth to it’s shareholders, which ensures continuous focus
on consumers and the health of their system.

11. Strive to Improve:
McDonalds aims to anticipate and respond to changing
needs of the consumer, employee needs through constant
evolution and innovation
>
For example, McD
provided more chicken
varieties as it observed
decrease in beef
consumption

12. So how did McD ensure such success
in the growth of it’s brand equity?

13. Brand Element choice:
To connect with it’s target audience better, it
created Ronald McDonald in 1965, which
was an instant global hit among the
customers due to it’s appealing nature
Soon, McDonalds started increasing the
number of characters until…

14. …this happened.
The characters helped lure children into the restaurants for a fun family experience

15. Holistic Marketing Activities Implemented:
Another reason for the growth of the brand are the various appealing
marketing activities that they have implemented over the years
Advertisements
in Newspapers/
Magazines

16. Some more examples..

17. Risks to McDonalds in the future?

18. Change in consumer food interests:
Consumers are becoming more health
conscious, and so are parents over the diet of
their children

19. Other Risks:
• Also, as McDonalds is the leader in the industry, it is
usually blamed for the link between fast foods and obesity,
and other such bad publicity
• Other food alternatives such as Sub-way, and other
upcoming brands pose a threat to McD’s position in the
market

20. Recap:
1 2 3
4 5

21. Disclaimer:
Created by Abhinav U, IIT Madras, during a marketing
internship by Prof. Sameer Mathur, IIM Lucknow