4. Founded in 1940
as a barbecue restaurant
by Richard and Maurice McDonald
Ray Kroc joined the company as a franchise agent in
1955 and subsequently purchased the chain
8. hOW DO THEY
MAKE MONEY?
McDonald's Corporation earns revenue as an investor in properties,
a franchiser of restaurants, and an operator of restaurants.
10. Using smart Brand elements
Using Holistic marketing approach
Using Brand association
The most successful brand element is the introduction of Ronald mcdonald ,
the most popular mascot in the world.
The slogan and the logo connects instantly with customers.
Using Brand extension
17. 2. obesity
Documentary released linking McD with obesity
Mcdonald’s reacted by removing “super size” option
Introduced premium salads and healthier apple slice
18. successful moves
● $1 menu
● Menu based on regions
● Drive-thru
● Tv & Wifi
● Different seating for different target audience
● Free toys for kids
● Improved aesthetics
19. RISKS
● OBESITY CONCERNS AND HEALTH CONSCIOUS CONSUMERS
● COMPETITORS LIKE SUBWAY OFFERING HEALTHIER OPTIONS
● RAPID EXPANSION ADVERSITIES
● CHANGING CUSTOMER'S TASTE AND PREFERENCES