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History of mcdonald s in brief
A brief history of mcdonald
McDonalds local and global marketing
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There are many different cultures making up the world that we live in. Some can be experienced right where you live, while others are in another state or even country. Even though there are so many unique cultures in our world, it is hard for us to think of something as simple as McDonald’s being any different than our own. McDonald’s is something that many people in America have been to and experienced for themselves, but not many people can say they have experienced it some place else such as France or China. While we have our own thoughts and views of McDonald’s in America, McDonald’s tends to vary based on each ones location and surrounding culture.
Richard and James McDonald founded McDonald’s in 1948; they began the McDonalds franchise in 1953. It became a self-service drive-in restaurant with nine menu items. It quickly grew in popularity; by 1958 they sold their 100 millionth burger, and by 1959 opened their 100th restaurant in Fond Du Lac, Wisconsin. Because so many people enjoyed coming to McDonald’s, they introduced indoor seating in 1962. It was a hit and by 1967 McDonald’s had become international in Canada and Puerto Rico. Their most popular item, the Big Mac, was introduced in 1968 and ten years later they opened their 5,000th restaurant in Japan. Today, McDonalds is currently in 119 countries. McDonald’s has a rapidly growing history and continues to grow today. (Wikipedia) In Michigan alone, McDonald’s has 631 locations. (Menuism)
In America, McDonald’s is known for being inexpensive with a variety of items to choose from. You can get anything from burgers and fries to pancakes and sausage. McDonald’s has become the most visited restaurant with large portions and cheap prices regardless of its image of...
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McDonald’s Corporation has held a prominent position in the fast-food market for much of its existence. A person would be hard pressed to find consumers who would not readily recognize the famous golden arches, as the company has expanded its market globally. However, as global consumer tastes shift to a more heath-conscious public which cares less about “super sizing” and more about “slenderizing” the popular burger chain has been experiencing a drop in sales. McDonald’s strategy for its globalization plan has included the concept of localizing their product (to a degree) for an international market; for example, local managers in British versions of the restaurant are able to make their own decisions that pertain to adapting to the current market. A difficult challenge for the corporation’s marketing team is how to reposition this wildly successful brand in a stagnant British market.
PR Newswire (n.d.). Press Articles - FASCINATING MCFACTS ABOUT MCDONALD'S INTERNATIONAL. Retrieved January 21, 2014, from http://www.mcspotlight.org/media/press/prnews_9dec96.html
The first McDonald’s opened in 1948. The franchising operations soon became McDonald’s Corporation in 1955.
The American life has been transformed by the fast food industry not just changing the American diet but also the culture, workplace, economy, and the landscape. “Today about half of the money used to buy food is spent at restaurants-mainly fast food restaurants.” (Schlosser) This could be due to the fact that about two-thirds of working women are mothers. The impact of fast food on the American culture is transparent when just looking at McDonald’s. McDonald’s has become the world’s most famous brand; the golden arches are more known than the Christian cross. “A survey of American schoolchildren found that 96 percent could identify Ronald McDonald.” (Schlosser) McDonald’s is responsible for 90 percent of new jobs in The United States. The landscape has changed due to the fast food ...
A world without the Big Mac, Happy Meals, Chicken McNuggets, and the phrase “I’m lovin’ it,” is almost inconceivable. People around the globe have become accustomed to the high gleaming golden arches that make up the famous emblem for McDonald’s. McDonald’s has grasped the concept that culture flows from power. In this case, the American culture flows through the veins of this fast-food giant and the more that is supplied, the greater the demand. It is no secret that McDonald’s has become one of the world’s largest fast-food retailers. It has become a well known icon that has played a huge part in globalization, with chains located in many different countries… transforming the meaning of fast-food all around the world.
McDonald’s workforce consist of 73 percent women and people of color making, 43 percent of them are franchise staff and 55 percent are suppliers; additionally, the company has two stores opening everyday in China (Singh, 2010). Furthermore, Lee and Kye-Sung (2000) states 49 percent of McDonald’s total revenue comes from the international market. Gibison (2008) states in order for McDonald’s to reach and increase consumers from diverse backgrounds and different cultures the company tailor its menu by added specialty food for different countries and cultures. An example is the company...
McDonald's Corporation is the largest fast-food operator in the World and was originally formed in 1955 after Ray Kroc pitched the idea of opening up several restaurants based on the original owned by Dick and Mac McDonald. McDonald's went public in 1965 and introduced its flagship product, the Big Mac, in 1968. Today, McDonald's operates more than 30,000 restaurants in over 100 countries and have one of the world's most widely known brand names. McDonald's sales hit $57 billion company-wide and over $25 billion in the United States in 2006 (S&P).
The McDonald's Corporation is the largest chain of fast food restaurants in the world. It is franchised in over 119 countries and serves an average of 68 million customers daily. The company started in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald in the United States. They reorganized their business as a hamburger stand in 1948. In 1955, Businessman Ray Kroc joined the company as a franchise agent. He purchased the chain from the McDonald brothers and oversaw its global-wide growth (McDonald’s 2014).
"Studying McDonald's ABroad: Overseas Branches Merge Regional Preferences, Corporate Directives." Editorial. Nations Restaurant News 11 Nov. 2005: n. pag. MasterFILE Premier. Web. 5 Mar. 2013.
According to businessinsider McDonalds spends 963 million on Advertisements. That’s a lot of money on Advertisements alone plus cost of other necessities. The target market for McDonalds is simple, the target market is everyone. That’s a key part of their success, no one has a reason not to go. Cheap food on the go is for everyone at anytime, therefor who wouldn’t go there? McDonalds targets kids, adults, morning workers and late night partyers. "McDonald 's aims to offer a friendly, fun environment for everyone to enjoy. We seek to appeal to a wide range of people, from families who love our Happy Meal, to workers grabbing breakfast on-the-go or eating in to enjoy our freshly ground coffee and free WiFi."(Who) McDonalds can now appeal to all audiences and get a better chance of getting customers to come
McDonald’s has proven over time that the business practices they utilize work well and have led them to obtaining the title of the largest food retailer in the world. The founder of the company made a tactical decision in franchising the idea of providing fast food at a cheap price. Today, fast food has become a staple of not only American life but a viable food option all over the world. For McDonald’s a critical factor in them reaching the level of growth they currently experience has been franchising. It can be assured that McDonald’s will continue to grow through the usage of the franchising techniques as new food markets continue to develop all over the world.
McDonald's current customer environment is people on the go or people who don't want to spend a lot while going out and need something quick and good to eat. It is best stated in McDonald's mission statement that they want to be the world's best quick service restaurant experience. As stated before, McDonald's has restaurants in 121 countries and has extensive global experience in customer service and satisfaction. McDonald's is excellent at researching an international area before building restaurant there. For example, in India McDonald's realized that the majority of the population was Hindu and vegetarian, they therefore, did not even bother to put beef or any other red meat on the menu.
Mc Donald’s is world’s famous fast food restaurant chain consisting of 34000 local restaurants. It is present in 119 countries serving 47 million customers on daily basis. It is globally recognized by the Golden arches as its logo. In 1954, Mc Donald’s founder Raymond Kroc passed by a hamburger stand in San Bernardino, California and then he came up with an idea of forming a countrywide fast food chain.
McDonalds also uses diversification in its global marketing. McDonalds recognizes that different countries have different values, customs, and tastes. Therefore, McDonalds satisfies these diverse global tastes by diversifying the menu according to each country’s unique preferences. This added diversification tactic, allows McDonalds to stay competitive in a global market. Examples of McDonalds globally diversified menu would be that McDonalds offers an exclusive beefless menu to its customers who live in India. This is because eating beef in India is sacrilegious. To meet the tastes of customers in India, McDonalds created new offerings such as the “Pizza McPuff” and the “McVeggie.” McDonalds considers the cultural tastes in every country it opens its doors
Vignali, C. (2001). McDonald’s: “think global, act local”--the marketing mix. British Food Journal, 103(2), pp.97--111.