2. Founder - Ray Croc
Maurice ("Mac") and Richard McDonald,
brothers, founded the first McDonald's
restaurant in San Bernardino, California, in 1940.
It used to be a drive-in with a large assortment
of goods. However, the brothers decided to
restructure the company in 1948, and a newly
envisioned McDonald's launched following a
three-month refurbishment.
3. Developing the brand: From Franchisees to Big Macs
Kroc established stringent guidelines for how each McDonald's should be run, from meal
preparation to cleaning, realising that franchisees were essential to the business's success. He
established a training programme for franchisees in 1961, afterwards known as Hamburger
University, to assure the uniform functioning of the stores. In addition, he eventually altered the
layout of the eateries, adding counter personnel to accept orders, and opening the first
drive-through window for the franchise in 1975 at a McDonald's in Arizona—a feature that quickly
spread throughout the industry.
4. Expansion
● The chain kept growing both domestically and
abroad.
● The first McDonald's restaurant outside of the US
opened in 1967 in Richmond, British Columbia,
Canada.
● Over 34,000 outlets were running in more than 115
nations and territories at the beginning of the
twenty-first century.
● It was claimed that a new McDonald's opened
somewhere in the world every five hours during the
1990s' rapid growth.
● By putting an emphasis on inexpensive cuisine,
entertainment, and flavours that were pleasing to
both kids and adults, it efficiently rose to the position
of being the most well-liked family restaurant.
5. $154.9 Billion
$23.22 Billion
40031
Brand Value of McDonald’s
Wor`ldwide
Number of McDonald’s
Restaurants Worldwide
McDonald’s Revenues
Worldwide
Statistics
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exercitation
6. Mission
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Vision
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iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo
inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas
sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.
8. Marketing Mix
Psychological behaviour pricing
Low and affordable prices
Bundling of items
Franchisee owner have price control
Technological Assistance
Price Strategy
Push Strategy
Creative campaigns
Loyalty program
Omnichannel Advertising
Promotion Strategy
Taste of both tourists and local
Resonate with local
Cultural Differences
Every country has their own policy
Ever-going market research
Product Strategy
Near Malls & Shopping centres
Hub and spoke model
Online Presence
ERP Platform for managing inventory
Place Strategy
9. Brand Resonance Pyramid
Salience
Brand Awareness
Catering consumer needs
Performance
Style & Design
Serviceability
Innovation
Affordable price
Imagery
Pleasant Experience
Legacy
Consumers remember item
Resonance
Loyalty Programs
New menu introduction
Engagement
Attachment
Feeling
Tagline
Mascot
Social Approval
Security
Judgement
Market Leader
Positive attitude
Taste and quality
10. Competitor Analysis
Competitive analysis of McDonald's involves evaluating its main competitors, analyzing their strengths,
weaknesses, opportunities, and threats, and identifying key trends in the fast-food industry.
11. Recent Happenings
1 Introduction of New Breakfast Items
2. Development of Plant Based Menu
3. Expansion of Chicken Offerings
4. Limited Time Promotions
Product Line Extension
1 Expansion into new markets
2. Sustainability initiatives
Future Plans
1 Mobile Ordering and Delivery
2. Self-Order Kiosks
3. Digital Menu Boards
4. Artificial Intelligence
Digitalization
1. Global Packaging Goals
2. Energy Efficient Restaurants
3. Recycling and waste reduction
4. Partnership with environmental
organisations
Sustainability
13. Brand Personality of Team Members
Sandeep
Brand Name:- Newhope Solutions
Tagline :- Jugaad Simplified
Brand Personality:- Competence- Reliable
Strength:- Compassion & Generousity
Nishant
Tagline: Ecstatic Serendipity
Brand Personality: open to explore
Strength:
Jatin Yadav
Tagline: Structured randomness
14. Primary Research
We conducted an online survey to understand consumer behavior and identify key performance indicators of McDonald’s
which the company can leverage for growth and competitive advantage. The research objective was to understand how
McDonald’s (in Indian market context) can improve customer satisfaction level.
Some of the highlights from survey are given below-
● More respondents (33.8%) indicated that they go to a McDonald's restaurant once a month. Also, 29.73% just go to
the restaurant for a dinner.
● 28.42% said that the staff responded to their demands in a timely manner.
● Almost 40% of the participants were pleased with the McDonald's food they had purchased. 33.22% of those who
weren't satisfied said they didn't like the burgers.
● 51% of people have utilised the drive-thru at a McDonald's restaurant. 51.69% of customers like how quickly they
may use the drive-thru service to place and complete orders
● McDonald's should improve the quality of their products, according to 94% people.
15.
16. Recommendations
● Improving and innovating in product offerings as the data suggests that product quality is the biggest scope of
improvement for the company.
● 51.69% of customers like how quickly they may use the drive-thru service to place and complete orders. The
company can expand its drive thru network to cater to a greater number of customers.
● Re-training and educating the store staff so that they can deliver better service to the consumers
