McDonald's began as a hamburger restaurant and rapidly expanded after Ray Kroc purchased it in 1952, becoming the world's largest restaurant chain with approximately 68 million customers daily. Over the years, McDonald's faced challenges in maintaining its core values of quality, cleanliness, service, and value, particularly during rapid growth in the late 1900s and early 2000s. Currently, the company focuses on revitalizing its brand through smart marketing, community engagement, and adapting to customer preferences.

1. cDonald’s 
I
Case Study

2. Started as a Hamburger Restaurant…

3. The Success
Story !!

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 1000s of McDs every year.

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

6. McDonald’s at a glance …
so on...

7. Target Segment

8. Competition
McDonald’s

9. Brand Promise
An easy and enjoyable food
experience for its customers.

10. Core Values
Quality
Cleanliness
Service
Value

11. Have the core values changed ?
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.

12. Building BRAND Equity

13. 1.Smart choice of brandelements
Using Ronald McDonald as the
brand character
to attract children.
Brand Slogan
connects with McDonald’s
large customer base.
Use of bright colours and golden
arches appeals to the customers.

14. 2. Holistic marketing activities
Social Cause
Marketing
Sponsorship

15. 3. Secondary Associations
3. Secondary Associations
Olympics and many more.

16. Brand revitalization through brand extension.

17. Drive- Thru
Catering to Local Tastes
Free toys for children with meal
1 $ menu (affordable)
Promotes the idea of sharing

18. RISKS…

19. Health conscious consumers
may shift to other brands.
Competition from
Changing customer’s
tastes and preferences.
Fail to train employees rapidly
and effectively during
expansion drives.

20. SUMMARY

21. DISCLAIMER
Created by Sajal Gupta, NSIT Delhi, during a
marketing internship by Prof. Sameer Mathur, IIM
Lucknow