Case study on Mc Donald’sPRANAV DHANANIWALA

CHETHAN KUMAR

Contents:

• Mc Donald’s history• Vision• Mission• Success story

Ray Kroc opened first McDonald’s restaurant in 1955 in u.s.a

INTRODUCTION

McDonald’s QSC&V was hit.

In 1967 first McDonald’s restaurant open

outside U.S.A in Canada.

By 1983 it had 6000 restaurants in U.S.A.

By 1995 it had more than 18000 restaurants in

89 countries in six continents.

In the same year the built 2400 restaurants .

In 2007 it had more than 31000 restaurants in

119 countries.

V I S I O N ‘To be the best and leading

fast food provider around

the globe’

MISSION world's best quick service restaurant

providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile."

In 1995 the Big six countries that provided about 80%

of the international operating were

Canada,Japan,Australia,Germany,France.

In Europe M Donald’s maintains a small percentage of

restaurant sales but commands a large share of fast food

market.

McDonald’s restaurants in Moscow attracts more visitors.

Beijing McDonald’s restaurants opened in 1995 attracted

more than some 40000 people.

IN 1995 McDonald’s opened first Kosher restaurant in

jerusalem, where it does not serve a diary products.

American style is growing more rapidly abroad than at

home.

McDonald’s international sales have been increasing every

year.

Now McDonald’s also serves chicken,sausage & salads.

Another item, very different product is pizza.

To attain quality the quality assurance centers are located

in United states,Europe,Asia.

In McDonald’s training plays a crucial role in customer

service.

The Hamburger universities in different countries teach

necessary skills in 22 languages with the aim of providing

100% customer satisfaction.

McDonald’s was the first restaurant in Europe to welcome

families with children.

McDonald’s golden arches promise the same basic menu and

QSC&V in every restaurant.

In McDonald’s products,handling and cooking procedures

were and kitchen layouts are standardized and strictly

controlled.

McDonald’s restaurants are run by local managers and

crews.

Owners and managers attend the Hamburger university

near Chicago or in other places around the world to learn

how to operate a McDonald’s restaurants and maintain

QSC&V.

McDonald‘s ensures consistent products by controlling every

stage of the distribution .

Regional distributors centers purchase products and

distribute them to individual restaurants

McDonald’s uses essentially the same competitive strategy

in every country, i.e.be first in a market and establish its

brand as rapidly as possible by advertising very heavily .

McDonald’s advertising campaigns are based on local

themes and reflect the different environment.

McDonald’s business structures take a variety of forms, with

a majority of the restaurants being franchises.

McDonald’s restaurants are joint ventures with local

entrepreneurs, who own 50% or more of the restaurant.

European and south American restaurants are generally

company operated.

McDonald’s tough competitors are KFC,Burger King,Pizza.

In 2006 McDonald’s introduced its “FOREVER YOUNG”

brand by redesigning all of their restaurants,the major

redesign in 1970s.

The new design included the traditional McDonald’s yellow

and red colors,but red will be muted to terra cotta,the yellow

will turn golden for a more “sunny” look,and olive and sage

green will be added.

To warm up their look, the restaurants will have less

plastic and more brick and wood,with modern hanging

lights to produce a softer glow.

The new restaurants will feature three new different

areas:

The “linger”zone will offer armchairs, sofas, &Wi-Fi

connections,a concept introduced by Starbucks.

The “grab and go” zone will feature at all counters

with bar stools for customers who eat alone ,plasma

Tv will offer them news and weather reports.

The “flexible”zone will be targeted towards families

and will have booths featuring fabric cushions with

colorful pattern and flexible seating.

McDonald’s is now offering a range of high quality of food

that can fit into a balanced diet.

One such alternative is introduction of premier coffee,a

market that dominated the starbucks.

McDonald’s risky stragety of introducing the premier coffee

and creating a new restaurant environment with art display

and wide screen television.

Success stories:

It is first restaurant in Europe to welcome families with children.

They have entertained with crayons and papers,Playland, and the clown Ronald McDonald

Every day more than 33 million people eat at McDonald’s around the world, with 18 million of them from united states

THANK YOU