A presentation on McDonalds case study

1. You just can’t
ignore it
By –
Abhinav Malik
IFMR SRICITY

2.  Began in 1940 by McDonald
brothers in San Bernardino,
California.
 In 1948, they began ‘speedie
service system’.
 Ray Kroc took McDonalds in
1955.
 World’s leading hamburger fast
food chain serving 70 million
people each day.

3.  The power of McDonald’s franchisees,
suppliers and employees working together
toward a common goal is what makes it the
world’s leading quick-service restaurant brand.
 80% are franchisees operated by small and
medium businessmen/women.
 One in eight workers in U.S employed by
McDonalds.

4.  Subway
 Panera bread
 KFC
 Burger King

5.  Consistency
 Innovation
 Strong emphasis on quality and customer
service
 Provide hot, high quality food at speed and
convenience

6. No, they have not changed because:
 Continuous innovation
 Taking care of consumer’s tastes
 Affordable pricing
 Attractive promotions

8.  PRINT ADS:

9.  NEWSPAPER ADVERTISING:

11.  McDrive: offering walk thru service
 McCafe: a café style accompaniment to
McDonald's restaurants
 Create your taste restaurants: a new
gourmet burger service/restaurant
concept based on other gourmet
restaurants
 Others: Some locations are connected
to gas stations/convenience stores, while
others called McExpress have limited
seating and/or menu or may be located in
a shopping mall. Other McDonald's are
located in Walmart stores. McStop is a
location targeted at truckers and travellers
which may have services found at truck
stops.

12. FAMILY RESTAURANT
TASTY HAMBURGERSHIGH QUALITY SERVICE
KIDS ENTERTAINMENT

13.  BRAND ASSET VALUATOR:
1) ENERGIZED DIFFERENTIATION: McDonalds is seen as
different from its competitors in terms of providing
high quality, hot, freshly served hamburgers.
2) RELEVANCE: known as a family restaurant, families can
relate to the brand when visiting McDonalds.
3) ESTEEM: McDonalds has branches worldwide and is
high on revenues, customers are loyal for the brand.
4) KNOWLEDGE: Frequent visits to the restaurant makes
the people aware of latest innovations made by
Mcdonalds.

14.  Everyday all around the globe, McDonald's is
putting people, processes and practices into
place to make sustainability the new normal –
for our business, society and the world at
large.

15.  FOOD:
1) Serve 100% more fruits, vegetables, low fat
dairy or whole grains.
2) Reduce salt, sugar, calories across the menu.

16.  SOURCING:
1) 100% of coffee, palm oil and fish verified as
supporting sustainable production.
2) 100% of fiber-based packaging from certified
or recycled sources by 2020.

17.  PLANET:
1) 20% increase in energy efficiency of Company-
owned restaurants.
2) Increase amount of in-restaurant recycling to
50% and minimize waste.

18.  PEOPLE:
1) Provide lifelong skills and career opportunities
for our global workforce.
2) Foster a work environment that values the
unique contributions of all.

19.  Health conscious consumers may move to
healthier options
 Competition from local fast food chains
 Expansion of branches leading to inefficiency

20. From the above slides, we saw how McDonalds
increases its brand equity and how well it tries
to fit according to the economic situations of
different countries as it has its presence globally.
Also, we have measured the brand equity by
brand asset valuator and seen the risks which
can affect the growth of McDonalds.

21.  Created by Abhinav Malik, IFMR Sri City ,
during a marketing internship under Prof.
Sameer Mathur, IIM Lucknow.
(See www.IIMinternship.com)