Much like a smile, the “Golden Arches” can be understood in any language. The McDonalds brand is the most well-known, internationally embraced fast food empire. McDonalds operates over 31,000 franchises throughout the world, with the United States leading the way with a whopping 13,381outlets as of May 2009 . McDonalds has the fast food market cornered, offering an increasing variety of food of beverages, marketed to people of all ages to eat at any time of the day. However, being a corporate giant has its issues. McDonalds has faced a lot of criticism for its high-fat, high-sugar, potentially addictive menu. While the corporation is not likely to outright admit responsible for its actions, McDonalds has seen some changes to address some of the issues. Despite the flaws in the public elements of the brand, McDonalds has established an almost recession-proof economic base .
McDonalds is one of the world’s largest fast food chains, feeding many people for low prices. What people don’t understand is what is actually
Have you ever wondered how the business empire of McDonalds was started? With over ninety nine billion served, it was started in 1940 in San Bernardino, California. It was started off as just a Bar-B-Q that served just twenty items. Its first mascot was named “Speedee” They eventually realized that by setting up their kitchen like an assembly line that they could be much more productive and get their food done faster, with every employee doing a specified job; the restaurants production rate became much higher. A milkshake machine vendor came into their small restaurant one day, his name was Ray Kroc. He saw how much potential the restaurant has, so he bought it out and opened one of the first franchises. Within the first year of Ray Kroc buying it, there were one hundred and two locations all around the world. McDonalds currently is one of the largest fast food restaurants in the world and currently has served over sixty four million customers through one of their thirty two thousand sites. It has almost become a way of life for America. Though, McDonalds started off as a small business between two brothers, it grew into one of the largest restaurant franchises in the world and greatly affects our society and how we eat our food.
MacDonald’s campaigns have branded its values through good food products in MacDonald’s marketing. An example is MacDonald’s have strategically produced their public relation in China to improve recognition of Mc China Wrap burger using unique brand names (Shah, 2008). The campaign has captured new clients and spread to new provinces by positioning itself as efficient compared to its competitors.
Pathos is the next rhetorical strategy used by the creator of the Chipotle video. We see the farmer get emotional as his live stock is shipped to factories to be processed into unhealthy foods and shipped off for consumption. He does not like the fact he is giving up his animals for them to be processed and turned into remints of themselves. This also relates to ethos because the creator is trying to show this is not the man he is which leads him to go back to what he knows, which is open land farming, which leads to the usage of
McDonald’s is all over the world, and with this advantage they have been smart to relate to what is considered a norm in the respectable nation they work in. “In this era of globalization, it is becoming increasingly important for businesses to leverage their brand equities across geographic boundaries” (Harish 22). McDonald’s does a great job by displaying them in different countries for their consumers because of the mission each McDonald’s is always to strive in their business for: Quality, Service, Convenience, and Value. McDonald’s is such a powerful company in the fast food industry that the China Puzzle reported that “In Hong Kong, 72 percent of people visit McDonalds, on average once a week” (China Puzzle 639). The article explained that this is McDonald’s most “penetrated and mature markets in the world.” The reason why that number is so high for McDonald’s is because the core targets young adults who look to be “cool” and stay up to date with all the big trends such as the Chicken Nuggets with different sauces in a random
The United States of America has long been considered a “big nation”, whether is has the biggest cities, houses, and on a negative note, biggest people. In 2003, Morgan Spurlock, a healthy-bodied film director, set on a quest to show America the detrimental effects of the fast food industry and raise awareness on the controversial issue. He produced the documentary “Supersize Me”, where McDonald’s meals were consumed for every meal of the day for thirty days. His film was released to movie theatres so that people could understand the devastating effects of McDonald’s on his body in a very short time span. At the end of his experiment, Morgan gained twenty-five pounds, developed a thirteen percent body mass increase, cholesterol skyrocketed immensely, and fat accumulation in his liver rose to. He became depressed and he only felt happy and in no pain when he was eating the fast food. By using ethos, logos, and pathos, “Supersize Me” became one of the most watched documentaries in the United States. Without these appeals, this documentary would not have developed the effect that it did.
McDonald’s marketing plan is a clever ploy direct at the children of this planet. If not for children and their addiction to clowns, and maybe time factors, mothers would have no reason to stop at fast food restaurants. A great deal of McDonald’s have a play land where the parents can come to appease their child and end up sitting for a two or three hours. Many women meet and make it a social activity. This is how the beginning of eating unhealthy begins. As a result of this, people grow and become cozy with the idea of McDonalds.
First, Pathos is appeal based on emotion. Most advertisements tend to be "pathos-driven". The first phone call, was a women named Cedricka, she was calling Lieutenant Ray about him saving her from a house fire 4 years ago. She finally got to say thank you. She was choking up during the call, it was very heartfelt. The Lieutenant was caught off guard and was very surprised to be having this call with someone. It's safe to say that the Lieutenant won't forget this for a long time.
The following essay illustrates how value is provided to customers within the organization. By utilizing stakeholders, organizational policies, and specific strategies, McDonald’s works towards constantly innovating its service and product.
McDonald’s is one of the popular fast food chains in Hong Kong and the success of McDonald’s is due to it is able to create a homogeneous “global” culture that suit to the demands of a capitalist world. In Hong Kong, Time is money thus McDonald’s strategy is consistently fit to the fast food industry. The company has both economic strategy targeting at customer globally and locally.
Director Morgan Spurlock, created a documentary to provide evidence that eating McDonalds for thirty days straight is enormously unhealthy. He was experimenting with a man named Alex and using him as the guinea pig . He was to eat only McDonald's for thirty days straight, three meals a day for breakfast, lunch and dinner. If he was asked by the McDonald’s worker if he would like the meal super-sized, he must say yes.
Marketers are often accused of marketing to children to gain higher profits. Young children are targeted because they usually do not know right from wrong. Many people have criticized McDonald’s for advertising the Happy Meal towards young children for higher profits. Some people consider it unethical because the Happy Meal is so unhealthy. However, McDonald’s has taken many initiatives to show that it is a corporation that does not manipulate children for profit and that they care for children. The Ronald McDonald House Charities organization was created by McDonalds in 1974 to help children in need. The organization believes that helping one child will go a long way, and they express their commitment in their vision statement, “We believe when you change a child’s life, you change a family’s, which can change a community and, ultimately, the world” (Ronald McDonald House Charity). McDonald’s also provides donations for many other children’s charities and has taken steps to improve the Happy Meals by providing healthier options. McDonalds works hard towards making children all ove...
McDonalds has always been a leader in the fast food industry. Through its dynamic market expansion, new products and special promotional strategies, it has succeeded in making a name for itself in the minds of the target customers. However, McDonald’s earnings has declined in the late 1990’s and 2000s. This is mainly due to a fiercely competitive industry and variety in customer tastes and preferences.
STRENGTHS: Jim Skinner had to clean up a big mess after the 2003 slump, and did so by coming up with a strategy to turn everything around. His strategy had to consist of staying competitive with the numerous other fast-food restaurants popping up all over the world. In order to maintain this, they had to reorganize the way they presented themselves to the community. Jim Skinner did so by cleaning up the customer service, cleaning up and modernizing the physical buildings, and changing the menu to the changing tastes of their customers. McDonald’s also introduced their slogan “I’m Loving It” to reach out to the younger customers. The advertising is very much targeted toward teens and young adults. (Dess, Case 40)