CORE BUSINESS
McDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food restaurants, serving around 64 million customers daily in 119 countries.Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by the eponymous Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth.
A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27 percent over the three years ending in 2007 to $22.8 billion, and 9 percent growth in operating income to $3.9 billion.
McDonald's primarily sells hamburgers, cheeseburgers, chicken, french fries, breakfast items, soft drinks, shakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit.
Overview
McDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food restaurants, serving around 64 million customers daily in 119 countries.Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by the eponymous Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth.
A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27 percent over the three years ending in 2007 to $22.8 billion, and 9 percent growth in operating income to $3.9 billion.
McDonald's primarily sells hamburgers, cheeseburgers, chicken, french fries, breakfast items, soft drinks, shakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit.
Mission
To Be Our Customer’s Favourite Place and Way to Eat
Product
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| Burger |
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| Fries |
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| Soft Drink |
| Sundae Cone |
| Apple Pie |
Basic For Differentiation
Drive-ThruSierra Vista, Arizona, was the first city to have a McDonald's drive-through. The first McDonald’s drive-thru was created in 1975 near Fort Huachuca, a military base located adjacent to the city—to serve soldiers who weren’t permitted to get out of their cars while wearing fatigues. The original McDonald's was closed down and demolished in May 1999 and a new McDonald's replaced it.
The first drive-through restaurant (a McDonald's drive-through) in Europe opened at the Nutgrove Shopping Centre in Dublin, Ireland in 1985.
In Spain and Russia, McDonald's drive-thru services are often called McAuto.
In the Netherlands, Germany France and other northern European countries, McDonald's drive-thru service is called McDrive.
In Argentina, McDonald's drive-thru service is called AutoMAC
Mc Delivery
History
Rixon Delivery recruited its delivery workers on a "self-employment" basis. After intervention by the Labour Department, Rixon Delivery began to engage its delivery workers as employees rather than self employed contractors. This change was made retroactively and the Labour Department has said it will follow up to assure continued good labor practices at Rixon Delivery. This change will make all Rixon Delivery's workers eligible for unemployment and other employee benefits such as occupational injuries, holidays, and MPF as required by law.
Some of Rixon Delivery's workers were involved in traffic accidents and some were severely wounded. According to news reports, neglect on the part of Rixon Delivery may have contributed to these accidents.
24 Hours Open
McDonald's went 24/7 in Garner in April, 2005, after a push by corporate headquarters to boost profits by extending store hours. Franchisee Fred Huebner had doubts at first. He doesn't anymore. By catering to the area's night owls and early birds on U.S. Highway 70, Huebner, who put on his first McDonald's uniform almost 35 years ago, figures he has increased his restaurant's revenue by 4.5%, or $90,000, over a year. "There are so many customers out there all times of the day," he says. "We have to be out there, too."
STRATEGIC RESOURCER
Core Competities
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| KFC |
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| Pizza Hut |
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| Burger King |
CUSTOMER INTERFACE
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| Children |
Target- Children, Teenager, Family
Fulfill And Support-Customer Service, Survey Satisfaction At Counter
Princing Structure-Launch Mc Value, Meal Breakfast, Ramadhan Value Meal
Channel Used - Food Delivery Offer, Restaurant
Level of Customer Support - Entertaining Food Delivery Call Services, Food and Nutrition Information Guidelines, Halal Guarantee Food Services
Channel Used - Food Delivery Offer, Restaurant
Level of Customer Support - Entertaining Food Delivery Call Services, Food and Nutrition Information Guidelines, Halal Guarantee Food Services
