Final Project

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Industry and Competition Two American franchise companies that are successful today are McDonald’s and Starbucks (Forbes). McDonald’s strategic group is the fast food industry and they are known to be a leading, global food service retailer that has over 1.8 million employees, 80% franchised restaurants, and 35,000 local restaurants that serve 70 million people in at least 100 countries daily (McDonald’s). Starbucks is a retailer and the marketer of coffee operations in 60 countries that currently operates 9,405 company stores and 8,661 licensed stores. Starbucks is known to purchase and roast their own coffee in addition to selling a variety of fresh food items and tea products that are trademarked through other channels. Their ground coffee and bottle Frappuccino’s generates about $1 billion in annual sales. Together these two industry competitors are vying for market share of the premium coffee segment. Starbucks, as a specialty store, lures consumers that want to purchase coffee drinks that set them apart. McDonald’s, on the other hand, has built a substantial consumer base that can be enticed to try a McCafe premium coffee product offering. Customer Service Customer service is an extremely important function in every business and McDonald’s is not the exception. McDonald’s priority is to ensure customers have a pleasant experience from the moment they walk into the restaurant, during face-to-face interaction or drive thru, to the moment the product is received by the customer. Regardless of how busy the restaurant is every employee must say “how can we help you” and “thank you”. Their main focus is to deliver convenience, friendly service and delicious food in a clean and comfortable environment (McDonald’s, 2014). To ensur... ... middle of paper ... ...uality/see_what_we_are_made_of/moms_quality_correspondents/happy_meal_toys_mccafe.html>. Flynn, M. (2012). Succession Planning is Vital, Says McDonald's Chairman Andrew McKenna. Mergers & Acquisitions Report, 25(44), 19. “Food Quality Trends and Innovation”. McDonald’s Corporation. Web. 18 Mar. 2014 Retrieved from . Hiebert, Paul. “More Than Teenagers Toasting Buns: The Changing Demographics of Fast-Food Workers”. Pacific Standard: The Science of Society. Dec. 16, 2013. Retrieved from . “How McDonald's Works.” HowStuffWorks. N.p., n.d. Web. 26 Feb. 2014. Retrieved from

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