This case study was done during an internship by Prof. Sameer Mathur, IIM LUCKNOW

2. The McDonald’s journey started in
1955 as a Hamburger Restaurant

4. In 1952,Ray Kroc bought the hamburger
restaurant from McDonald’s brothers and
named it McDonald’s.
Since then it has been growing rapidly around
the world, adding thousands McD every year.

5. McDonald’s is world's
largest restaurant chains,
serving approximately 68
million customers daily in
119 countries across
approximately 36,615
outlets. It has over 1.9
million employees
worldwide.

6. How did McDonald’s carve a niche in the market with
such a cut throat competition?

7. McDonald’s

9. INNOVATIVE MARKETING AND ADVERTISING FOR
CUSTOMER ATTRACTION

10. INTRODUCING TRADITIONAL MEALS WITH
REAGIONAL FLAVOURS

11. CUSTOMER FRIENDLY PRICES

12. COMFORTABLE & COSY OUTLETS

13. BRAND EXTENSION

14. Quality
Cleanliness
Service
Value

15. D
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V
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C
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In late 1900s and early
2000s McDonald’s got
drifted away from its core
brand values, mainly due to
rapid growth in number of
restaurants. New employees
weren’t trained well enough,
which led to poor customer
service and dirtier
restaurants.
But now, it tries its best to
stick to the core values.

16. With the economy turning around for the
better, should McDonald's change its
strategy? Why or why not?

17. • During 2000s McDonald’s did
very well in the recession
period but failed to acquire
profit so later on it applied the
“Plan to win" strategy and
again McDonald's was on track.
• McDonald's changed its menu
and strategy plans after a
documentary ‘Super size Me’
targeted McDonald’s for its
unhealthy obese foods.

18. What risks do you feel McDonald's will
face going forward?

19. • Health conscious people
who will turn towards
healthier food and diet
rather than eating at
McDonald's.
• Huge competition and
therefore it has to keep
up with its customers to
have a loyal base.

20. AND THAT’S WHY
EVERYBODY SAYS

21. DISCLAIMER
Created by Akanksha Vineet, DSC,
during an internship by Prof.
Sameer Mathur, IIM LUCKNOW