McDonald's is the largest fast food chain in the world with over 36,000 outlets in 118 countries serving 69 million customers daily. Founded in 1940 as a barbecue restaurant, McDonald's was purchased by Ray Kroc in 1955 who expanded it into a franchise business model. McDonald's earns revenue through restaurant operations and franchising. It focuses on families and uses Ronald McDonald and other branding elements to build strong brand recognition globally. While very successful, McDonald's faces risks from health concerns over obesity and changing consumer preferences towards healthier options.

1. McDonald’s Case Study

2. McDonald's in 118 countries
Serve 69 million customers each day
36,615 outlets
420,000 employees

3. HOW?SO BIG!
PRESENTATION COVERS ENTIRE SUCCESS STORY

4. Founded in 1940
as a barbecue restaurant
by Richard and Maurice McDonald
Ray Kroc joined the company as a franchise agent in
1955 and subsequently purchased the chain

5. CORE VALUES
● QUALITY
● clEANLINESS
● sERVICE
● vALUE

6. TARGET AUDIENCE
Family
teenagers
Fast food
KIDS

7. Family
COMPETITORS

8. hOW DO THEY
MAKE MONEY?
McDonald's Corporation earns revenue as an investor in properties,
a franchiser of restaurants, and an operator of restaurants.

9. BUILDING
BRAND EQUITY

10. Using smart Brand elements
Using Holistic marketing approach
Using Brand association
The most successful brand element is the introduction of Ronald mcdonald ,
the most popular mascot in the world.
The slogan and the logo connects instantly with customers.
Using Brand extension

11. brand association and Holistic marketing

12. Brand Extensions
coffee-house-style food and beverage chain
Launched in 1993
A successful brand extension of mcdonalds

13. Struggle

14. Rapid expansion
Expanded aggressively overseas
Lost focus and direction
Staff was not trained enough
Drastic drop in customer service
solution

15. They implemented ‘plan to win’ strategy
Refocus on offering higher customer experience

16. More struggle

17. 2. obesity
Documentary released linking McD with obesity
Mcdonald’s reacted by removing “super size” option
Introduced premium salads and healthier apple slice

18. successful moves
● $1 menu
● Menu based on regions
● Drive-thru
● Tv & Wifi
● Different seating for different target audience
● Free toys for kids
● Improved aesthetics

19. RISKS
● OBESITY CONCERNS AND HEALTH CONSCIOUS CONSUMERS
● COMPETITORS LIKE SUBWAY OFFERING HEALTHIER OPTIONS
● RAPID EXPANSION ADVERSITIES
● CHANGING CUSTOMER'S TASTE AND PREFERENCES

20. summarySUMMARY

21. DISCLAIMER
CREATED BY VYSHAK K IYENGAR, RNSIT BANGALORE, DURING A MARKETING INTERNSHIP UNDER
PROF.SAMEER MATHUR, IIM LUCKNOW