History

Leading global food service retailer

and fast food giant

Founded in 15 may 1940 in California

Headquarters- Oak Brook, Illinois

Founders – Richard and Maurice

McDonalds

More than 30,000 local restaurants

serving nearly 50 million people in

100 countries everyday

Don-Thompson

To be our customers' favorite place and way to eat and drink with inspired

people who delight each customer with unmatched quality, service,

cleanliness and value every time

We place the customer experience at the core of all we do.

We are committed to our people.

We believe in the McDonald's System.

We operate our business ethically.

We give back to our communities.

We grow our business profitably.

We strive continually to improve.

To be the world's best

quick service restaurant

experience. Being the

best means providing

outstanding quality,

service, cleanliness, and

value, so that we make

every customer in every

restaurant smile."

Products

Mac Veg Burger Spring Roll

Spring Roll

Coffee

Beverages

Beverages

Salad

Burger Breakfast

Snacks and Sides

Mighty Kids Meal

Global Head Quarter

Regional Operational

Head Quarter

Sole Venture

Franchises

Joint Ventures

Market Entry Strategy

PriceProduct

PeoplePlace

PromotionProcess

Physical

Evidence

P

Offers a standardized product

worldwide

Some of the most famous

products were created through

franchisee innovation

Corporation maintains a high

degree of standardization

through quality control

Taste might vary from countries to

countries and the local customs

PRICE

Positioned itself as a fast-food

outlet offering low-cost food

and drink

Affordable menu adapted

worldwide maintaining the

core goal of quality assurance

Ongoing innovation led to new

pricing strategies such as the

‘Dollar Menu’ or its equivalent

‘Saver menu’ in the UK

Targeted price sensitive

customers

PROMOTION

Achieved 6th position on “Best

Global Brands 2011”

The iconic “Golden Arches” are

used in promotions globally

The campaign launched in 2003

used celebrity endorsement to

increase their appeal to younger

consumers

A campaign increased transparency

and was used to fight against

negative publicity regarding

ingredients

PLACE

More than 30,000 restaurants

serving nearly 52 million people in

100 countries everyday

Product offerings differ between

countries

Affordable menu adapted

worldwide maintaining the core

goal of quality assurance

Service employees represent the

brand at the frontline

To create a vibrant working

environment for staff and

managers

Customers are positively

influenced and are more likely to

return

Recruitment and training

processes are standardized

globally

Fast-food

Guidelines and regulations are

followed in food preparation

Transparency in the making

process

Maintains a high degree of

process standardization across

all outlets to increase efficiency

Homogenous look

Indoor playgrounds to satisfy customers

Franchisees comply with regulation regarding hygiene

to maintain their reputation for cleanliness