Since it’s foundation in 1954, McDonald’s has satisfied the customers with its main product, hamburger. With having more than 35,000 restaurants located in US, Europe, Canada, Asia Pacific, Meddle East and Latin America; it serves 52 million customers daily (McDonald’s 2006 Annual Report, 2007). 1954 was the year that reshaped the concepts of fast food industry. Fifty two year old milk shake salesman, Ray Kroc envisioned the idea of creating a hamburger product and delivering it to customers in very short time; when he visited his client McDonald’s. By that time, McDonald brothers were operating a restaurant which sold burger, French fries and milk shakes and was efficient but was limited to small scale operation.
With rights to set up McDonald's restaurants, he set up his first franchisee outside of Chicago and slowly expanded into other states. By 1959 there were 68 new McDonald restaurants, bringing the total to 102 locations. The development in the use of automobile contributed greatly to McDonald's achievement. Success only continued due to the company's clever marketing skills and being able to meet the customer’s demand. In 1961 Kroc paid the McDonald brothers $2.7 million to make the restaurant business his own and sought to make McDonald the number one fast-food chain.
McDonald’s corporation is the largest fast food hamburger chain in the world serving more than fifty eight million customers daily. The well known business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald at 1398 North E Street at West 14th street in San Bernardino, California. Their introduction of the “speedee service system” in 1948 established the principles of a well known fast food restaurant. The original mascot of McDonalds was a chef hat on top of a hamburger who was referred to as “speedee”. In 1962, the Golden Arches was introduced replacing Speedee as the universal mascot.
McDonald's Case Study Company overview McDonald's Corporation is the world's largest chain of fast-food restaurants, primarily selling hamburgers, chicken, french fries, breakfasts and soft drinks. More recently, it also offers salads, fruit, snack wraps, and carrot sticks. The business began in 1940, with a restaurant opened by brothers Dick and Mac McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois on April 15, 1955, the ninth McDonald's restaurant overall.
Kroc envisioned a string of establishments across the country. He made a deal with the McDonalds under which Kroc got the right to use their name and methods in franchising the concept. The brothers would get a bit more than a quarter of the 1.9% of the franchisees' gross to be collected by Kroc. The McDonald's concept spread like a brush fire and the rest is McHistory. Ray Kroc, who built the McDonald's Corporation, and his belief that there was equal beauty in the expanding restaurant business, definitely envisioned the future of the fast food industry most accurately.
This story began with two brothers Dick and Mac McDonald who owned and ran a small restaurant in San Bernardino, California during the 1940s. In 1954 a man named Ray Kroc came across these two brothers while selling multi-mixers and was impressed with the business they were running. The menu was compact, listing options for only a few burgers, fries and beverages, but the restaurant was effective in its operation. Ray Kroc pitched the idea of spreading McDonald’s restaurants across the United States and in 1955 he founded the McDonald’s Corporation. By 1960 he bought the exclusive rights to the name.
Some of the strength and opportunities created by the changes made in business are Firstly, they established their business to attract the customer which arrives from the air bus because of the simple and common in menu. When the customer and air buses increases, their sales are increases and demand for the hamburger is high, so they are mainly focusing in the Hamburger products. And then, they start doing business in their own building and renamed the company as a “McDonald’s” with the expansion of their business. In the USA, this was the time that the McDonalds starts doing business in concept of franchise. So it becomes the one of the top largest company in food chain business.
Although the McDonald's business was doing well, it wasn't until 1954 when Ray Kroc saw the operation that it started to develop into the McDonald's of today. Ray Kroc was a fifty-two year old milk-shake machine salesman at the time and decided to check out McDonalds due to their odd order of eight milk shake mixers for one restaurant. Most of Kroc's customers purchased only one milk shake mixer, and a max of two. Kroc was curious to see what kind of operation needed the capacity to churn so many milk shakes. What Kroc saw that day in 1954 when he pulled up to McDonald's was like nothing he had ever seen.
Dick and Mac McDonald founded the first McDonald’s in 1940. It was called “McDonald’s Bar-B-Q,” which was located in San Bernardino, California. The McDonald brothers then shut down their restaurant for three months for alterations and renovations. It reopened in December 1948 as a self-serve, drive-in restaurant. At the time, McDonald’s had a nine-item menu but was known for its 15-cent hamburger.
Typically the fast food industry is associated with urban development, franchised operations which become chain restaurants across the globe that offer standardized meals, so that consumers can enjoy their favorite meals anywhere (Borade, G. (2012). Tracy V. Wilson states that McDonald’s was the first fast food restaurant to utilize a speedy assembly-line system to prepare food when the McDonald brothers opened up a redesigned restaurant in 1948, in which other chains followed a couple years after in the 1950’s (Wilson, n.d.). The speedy delivery made McDonald’s the largest fast-food chain restaurant in the world