McDonald`s• The world's largest chain of fast food

restaurants, serving nearly 47 million customers daily

• Primarily sells hamburgers, cheeseburgers, chicken products, french fries, breakfast items, soft drinks, milkshakes, and desserts (more recently salads, wraps and fruit)

• Each McDonald's restaurant is operated by a franchise

• A frequent topic of public debates about obesity, corporate ethics and consumer responsibility

History• In 1948 Dick and mac mcdonald open their first restaurant called speedee• In 1955 Ray Kroc takes over the business making the mcdonald brothers to

leave the fast food industry• In 1963 speedee is replaced with ronald mcdonald• In 1980 The 6000th mcdonald`s restaurant opens in munich

Facts• In 119 countries• Over 31 000 restaurants worldwide• employing 1.5 million people• One in eight workers in the u.s. have at some time in their life been

employed by mcdonald`s• largest purchaser of beef, pork, potatoes, and apples in the u.s.• the largest private operator of playgrounds in the U.S

Types of restaurants• counter service and drive-through

service, with indoor and sometimes outdoor seating

• McCafé concept is a café-style restaurant similar to Starbucks

• McDonald's Express have limited seating and menu and are usually located in a shopping mall

• McStop is a location targeted at truckers and travelers

• With Indoor or outdoor playgrounds, called "McDonald's PlayPlace" (if indoors) or "Playland" (outdoors)

Redesign• In 2006 “forever young” is introduced – it`s the first major redesign since the 1970s• red will be muted to terra cotta, the yellow will turn golden and olive and sage green

will be added• less plastic and more brick and wood• New areas (differnet music targeted at each): - "linger" zone will offer armchairs, sofas, and Wi-Fi connections- "grab and go" zone will feature tall counters with bar stools for customers who eat

alone (plasma tvs with news)- "flexible" zone will be targeted toward families (colorful patterns and flexible seating)

Business model

• Mcdonald`s corporation earns money as an investor, franchiser and an operator of restaurants

• 15% of McDonald's restaurants are owned and operated by McDonald's Corporation directly

• 30% of restaurants are franchised, with the majority under the ownership of the company

• Others are operated by their business partners

Controversies• Criticised for its expansion, business

practices, environmental, health, and labor record

• Using its political influence to increase profits at the expense of people's health and the social conditions of its workers

• misrepresenting their French fries as vegetarian

• contributing to the epidemic of obesity in society and failing to provide nutritional information about food for its customers

• Soya that is used to feed mcdonald`s chicken is destroying the amazon rainforest, soya farmers are guilty of further crimes including slavery

Arguments in defense of McDonald`s

• more healthy choices in its menu• switching its supplier of coffee beans and

milk (now from organic sources)• Cooking oil with no trans fats• Jobs with more prospects

Environmental record• Using corn-based bioplastic• addressing water management

issues within their restaurants• decreased packaging by 24

million pounds annually• recycling vegetable grease by

converting it to fuel for their diesel trucks

* All of these changes were made after the 1970s when mcdonald`s was criticised for its environmental policies

Products• In indonesia they`re serving mcrice• Portugal is the only country in the world where they`re serving soup• McDonald's locations in Wal-Mart stores offer freshly-popped popcorn and

soft pretzels• Beer is availiable at McDonald's in France, Germany and Spain• The menu depends on the region, country and time of day

Advertising• an extensive advertising campaign• usual media (television, radio and newspaper) and significant use of

billboards and signage• Sponsoring sporting events ranging from little league to olympic games• Until today it has changed 23 slogans

Global operations• “mcdonaldization" of society• increasing the standard of service in markets that it enters (asia)• Partnering up with sinopec (china`s second largest oil company)• The only countries in Europe not to have McDonald's stores are Albania,

Armenia, Bosnia and Herzegovina and the Vatican City