McDonald's began in 1940 as a barbecue restaurant operated by the McDonald brothers in California. It was reorganized in 1948 as a hamburger stand using production line principles. In 1955, Ray Kroc franchised McDonald's from the brothers and established it as the world's first McDonald's restaurant. Over the following decades, McDonald's grew to over 34,000 restaurants globally by focusing on consistency, innovation, resiliency, and maintaining goodwill while delivering quality, service, cleanliness, and value. However, challenges include health concerns, competition, and maintaining its core values during expansion.

1. N
No body can do
it better than
“Nobodycan doit
betterthan”

2. Contents
• Time Travel
• Recognize this brand?
• Current Scenario
• Reasons for Brand positioning
• Competitors
• Why I’m lovin’it?
• Future
• Q&A’s
• Reducing Risks
• Summary
• Disclaimer

3. Time Travel
• It was founded in 1940, as a barbecue
restaurant operated by Richard and
Maurice McDonald, in San Bernardino
, California.
• In 1948, they reorganized their business
as a hamburger stand, using production
line principles.
• In 1955 Ray Kroc franchised it from
McDonald brothers and named it
“McDonald’s” World’s first McDonald
Restaurant

6. • From 2003-2006 revenues increased 33
percent and share price soared 170 percent.
• In 2012 McDonald experience
record revenues of $27 billion.

8. Reasons for

10. Consistency
It doesn't matter if you're visiting a McDonald's in California or Connecticut,
America or Australia – you're going to have a similar experience
wherever you are.
Innovation
Innovation stemming from responsiveness to customers and franchisees has
played a big role in McDonald's fending off stagnation over the years.
Resiliency
But perhaps the biggest reason McDonald’s has been a success for so long is
its ability to weather storms.
Maintaining Goodwill
When controversies arise, having goodwill with consumers can help any company
weather the storm.
Brand Equity
It has maintained its brand image over the years

13. Drive-thru
service
Refurbished
restaurants with WiFi ,
leather seats , flat
screens T.V.s
Quality ,
service ,
cleanline
ss ,value
App for
home
Delivery

14. "To deliver sustained growth, we have to attract more customers, more
often," CEO Steve Easterbrook said.
McDonald’s will accelerate its deployment of ordering kiosks in 2017
under a long-term growth plan unveiled during its Company Investor
Day presentation.
The company plans to have approximately 2,500 "Experience of the
Future" restaurants by the end of 2017. The initiative leverages the
convenience and technology of kiosk ordering and table service,
increasing functionality of the mobile app.

16. •The core values are reflected in their outlet, pricing
and employees.
•Core values include quality, cleanliness , service and
value.
•In 2002 the company lost its focus during expansion
but it learnt from its mistake.
•Even after so many years it tries to stick to their
core model without much experimenting.
What are McDonald’s core
brand value ?
Have these changed over the years?

17. Brand equity has grown because of
• Exceptional brand elements.
• Quality of service and cleanliness it offers.
• Affordability of products for every age.
McDonald serves demographically to a wide range
of customers of every age e.g a premium M size
burger in France and a Bacon Roll breakfast
sandwich in United States
How has McDonald grown its brand equity over the years ? Has McDonalds
changed in different economic times or in different parts of the world ?

18. • Fierce Competition from other local
food chains.
• Shutting down of outlets.
• Criticized as low paid jobs so there
are
chances of falling short of man
power.
• Not been able to serve with quality
and
service it is know for.
• Health conscious consumers may
move
to other brands offering healthier
options
What risks do you think
McDonald’s will face in the future?

19. Reducing Risks
Introducing healthier
items in the menu.
Reducing Risks
Slimming the menu and
focusing on
customization.
Controlled expansion will
keep focus on core brand
values and undiluted
quality of products.

20. • Started in 1955 McDonald’s is the leading fast food chain
with more than 34,000 restaurants in 119 countries.
• During 1960’s and 1970’s,Kroc led McDonald’s growth
domestically and internationally but always reinforced the
importance of quality , service, cleanliness and value.
• In 1974,McDonald’s opened the Ronald McDonald's House, a
charitable cause to help children with leukemia.
• The company lost focus and direction as it added as many as
2,000 new restaurants a year . New employees weren’t
trained enough , which led to poor customer service and
dirtier restaurants.
• Innovative marketing campaign along with good quality and
affordability of services and products will help in expansion.
• Need to introduce healthier eating options in accordance
with the market segment.
• Today , McDonald's increase its customers base through
global growth and product expansion
Summary

21. DISCLAIMER
Created by Kanishk Dwivedi Harcourt Butler
Technical University , Kanpur during a
marketing internship by Prof.Sameer Mathur,IIM
Lucknow