McDonald's was founded in 1940 in California by the McDonald brothers. Ray Kroc took over the company in 1955 and established McDonald's Corporation, headquartered in Illinois. McDonald's serves over 53 million customers daily worldwide through over 31,000 stores in 120 countries. While both McDonald's and KFC are large global fast food chains that originated in the US, McDonald's focuses more on hamburgers and breakfast, while KFC specializes in chicken preparation methods. McDonald's has a wider variety of menu items and is larger globally but many franchises, while KFC has fewer large franchise groups.

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McDonald’s

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Introduction
• McDonalds was started by Richard and Maurice
McDonald as a restaurant concept in San Bernardino,
California on 15th May,1940.
• Mr. Ray Kroc took over the rights from McDonald
brothers and founded The McDonalds Corporation on 15th
April,1955 in Des Plaines, Illinois.
• The Head Quarters of The McDonalds Corporation is at
Oak brook, Illinois.

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Some interesting facts about
McDonald's.
• Ronald McDonald made his debut as its ambassador in
the year 1953.
• The motto of the organization ,i.e., Quality, Service,
Cleanliness and Value [Q.S.C and V] was coined in the
year 1957.
• Currently McDonald's serves around 53 million people
worldwide everyday.

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Corporate vision
““Our number one priority continues to be
satisfying our customers‘ needs by serving great-
tasting, high-quality food in contemporary
restaurants… We will continue to build customer
trust through our commitment to sustainability—
including nutrition and well-being, a sustainable
supply chain, environmental responsibility,
employee experience, and the community.”
–McDonald’s Corporation 10K (2012)
Donald Thompson
President and CEO

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Figures pertaining to McDonald’s
• McDonald’s currently operates 31200 stores
worldwide in 120 countries.
• It currently employs around 4,00,000 employees
worldwide.

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Brand Elements
• Brand Name:
• McDonald’s
• Brand Slogan:
• I’m Loving it
• Brand Color:
• Red & Yellow

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Point Of Parity(POP)
• Similarities:
• Both serve fast food.
• Both are hazards to health. Found to be oily and fatty.
• Have been criticized by the people about it and is a public debate.
• Both are global fast food chains.
• Both originated in USA.
• Both have been involved in lawsuits over trademark disputes.

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Point of Difference(POD)
• Differences:
• There would be differences in packaging, of course. You might want to
mention KFC's famous paper bucket.
• KFC has a wider range of ways to prepare chicken. McD's focus is
primarily on hamburgers and fried chicken while KFC does wraps,
salads and pieces (ala Popcorn Chicken) or sometimes even pies and
kebabs.
• McD's offers breakfast while KFC doesn't.

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Analysis of POP & POD
• Number of differences in their menu.
• KFC Focused on Chicken But McDonalds offer more
variety
• McDonalds is a large company by revenue
• Both are quick serve Restaurant
• Majority of McDonalds outlets are owned by franchisees
while KFC several very large franchise group

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Brand Equity
• 63% trust McDonalds for quality Service Cleanliness and
value.
• McDonalds is the first choice of burgers
• More then 48% feel comfortable at McDonalds.
• Kids feel excited and happy when at McDonalds.
• Fun place to go with friends.

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Brand Improvement
•Marketing
•Digital
•Menu

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BYE BYE SEE U AT McDonald’S