McDonald's is the world's largest hamburger fast food chain operating in over 122 countries. It serves more than 65 million customers daily and has focused on expansion globally from the 1980s to early 2000s. However, complaints of poor quality, slow service and unclean restaurants increased. To build its brand equity, McDonald's uses characters like Ronald McDonald in advertising to promise a fun experience and focuses on providing affordable, high quality food tailored to local tastes in different regions. It also offers healthier options and gives back through philanthropic programs to evolve with changing consumer preferences and tastes over time. However, it faces risks from increasing health consciousness, competition and changing customer needs.

1. McDonald’s

2. • World’s largest chain of
hamburger fast food
• Franchised restaurants
operating in 122 countries
• Serves more than 65 million
customers

3. Core Brand Values

4. • Quality
• Service
• Convenience
• Cleanliness

5. • Focus shifted to expansion in
1980s to early 2000s.
• Complaints of sluggish
service, bad quality and
unclean restaurants
increased.

6. Developing Brand Equity

7. • Creative advertising using
characters like the Hamburgler,
Mayor McCheese and Ronald
McDonald
• Promising a fun filled
experience

8. • High quality and enjoyable
food experience
• A place to relax and catch-up

9. • Affordable food
• Special low cost menu

10. • Region specific food to cater
to local taste
• Varying prices according to
different regions

11. • Providing healthier food
items on menu
• Trying to move away from
tag of ‘unhealthy food’

12. • Three major programs: Ronald
McDonald House, Ronald
McDonald Family Room, and
Ronald McDonald Care Mobile
• Giving back to the society

13. Evolving with Changing Times

14. • Customizing restaurants
• More welcoming setting:
warm and cozy appearance
• Zones to fulfil different needs

15. • McCafe to compete with coffee
shops
• Drive thru and happy meals etc.
to innovate and stay relevant

16. Risks in Future

17. • Fast food as an unhealthy
choice
• Healthier options like Subway
being preferred

18. • Competition from local outlets
and similar brands
• Burger King, Pizza Hut etc.
gaining market share

19. • Changing tastes and inclinations
• Brands offering extensive food
options

20. Summary

21. Disclaimer
Created by Priyanshi, IIT Delhi, during a marketing
internship, by Prof. Sameer Mathur, IIM Lucknow