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McDonald's Burger

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on 7 November 2013

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Transcript of McDonald's Burger

McDonald's
Richard James "Dick" McDonald
Maurice James "Mac" McDonald
Company Type: Public

Industry: Restaurant
Founded: May 15, 1940-San Bernardino, California
HQ: Oak Brook, Illinois, U.S.
Area served: Worldwide
Employee: 1,800,000+ worlwide
Number of restaurants: 34,000+ worldwide
it all began in 1940 with the McDonald's Barbecue restaurant in San Bernardino, California
developed the idea of an 'assembly line' - reduced menu (consisting only of hamburgers, cheeseburgers, french fries and drinks)
on 12 December, 1948, that the new revamped McDonald's Restaurant opened, and Richard McDonald cooked the first McDonald's hamburger.
First burger
First franchise
Founder: Ray Kroc
salesman for a company that made milkshake mixers
persuaded the McDonalds to open more restaurants
Buyout
anyone who wanted to open a McDonald's restaurant would pay Kroc around a thousand dollars for the honour of doing so
The only thing the McDonald brothers did was run their one restaurant, and receive their 0.5% from the larger company by Kroc
Kroc offered to buy them out, which he did at a cost of 2.7 million dollars
Customers
Children
Teenagers
Adults
Elderly
Current image
McDonald's serves 1% of the world's population every day,
that is around 70 million people per day
McDonald's sells more than 75 hamburgers every seconds in every country
McDonald's is the world's largest distributor of toys, with one included in 20% of all sales
Top 10 employers in the world, providing jobs for more than 1,800,000 people worldwide
The $8.7 billion in revenue from franchise stores alone, makes McDonald's richer than Mongolia
established Ronald McDonald's House Charity with
a global network in 52 countries to create, find and support programs that directly improve the health and well being of children
A survey by Sponsorship Research International found that 88% of world population could identify the Golden Arches symbol and only 54% could name the Christian cross
more than 80% of the kids worldwide grew up with McDonald's
Advertising
showcasing how good McDonald’s looks
family-friendly restaurant
main breakfast provider
Big Breakfast at McD
emphasis on nutritions
main ways of reaching target audience
web advertisements
social media
newspaper ads
billboards
TV Commercials
sports event sponsorship
McDonald's Competitors
McD's Strength
strong brand image
dare to make tough decision
understand different culture
Chicken Maharaja (INDIA)
Ebi O-Fillet (JAPAN)
McKebab (ISRAEL)
Bubur Ayam McD (MALAYSIA)
McKiwi (NEW ZEALAND))
GAZPACHO (SPAIN)
Hawaiian Deluxe (HAWAII)
Bacon Roll (UK)
AND MANY MORE...
appealing to children
consistency
operates 24hours
McD's Weaknesses
bad publicity
unhealthy food menu linked to obesity
high employee turnover
so what can we do to further improve McDonald's reputation?
to be continued...
on Part 2
KFC
Wendy's
Burger King
THANKS FOR LISTENING!
SEE YOU NEXT TIME!
http://www.forbes.com/sites/panosmourdoukoutas/2012/04/20/mcdonalds-winning-strategy-at-home-and-abroad/
http://www.marketwatch.com/story/4-strategies-for-mcdonalds-management-2012-11-21v
http://www.businessinsider.com/mcdonalds-strategies-success-2011-12
http://www.ouwb.ohiou.edu/stinson/Developing%20Strategy.html
http://www.prweb.com/releases/2012/3/prweb9286725.htm
http://nrn.com/latest-headlines/mcdonalds-stress-value-marketing-strategy
References
Full transcript