Case Review 10 Mcdonalds Marketing Essay

Richard and Maurice McDonald two brothers from California created a mastermind procedure by transitioning their everyday drive-in restaurant into a fast food eatery. They started out by simplifying their menu and creating an assembly line operation to make food and serve the customers. They also evolved the drive-up service into a self-service counter.

By keeping the menu simple, it was easy to teach new employees on preparing food. The other positions within the restaurant were simplified as well, consisting of one activity only, for example, there were two employees that only made milkshakes and three employees that only stuffed purchases at the counter-top. The McDonald brothers also invested in newspaper products to cover the food, alternatively than having dishes to clean. The simplicity of the way the restaurant handled, allowed the McDonalds brothers to keep their labor costs low. Customers were able to be served quickly, which, increased the volume of sales.

In the first 1950's a milkshake machine salesman, Ray Kroc, was so impressed by the restaurant procedure and initiatives that he purchased the privileges from the McDonalds brothers to create McDonalds restaurant franchises across the country.

The first McDonalds franchise exposed in 1955, and the methods of self-service, quick service, and paper service, revolutionized the meals service industry. The restaurant began showing up throughout the entire country. In 1962 the restaurant presented the famous Golden Arches company logo and in 1965 the company went general public. By 1968 there have been 1, 000 McDonald's restaurants over the United States (Hill 2010).

The success of the franchise was consequently of the restaurants uniformity, an impressive concept in the food services industry in the 1950's (Hill 2010). Each restaurant in the franchise was run the same way and incorporated benchmarks of procedure initiated by Kroc that included, commitment to quality, service, and cleanliness.

Kroc organised a stern operation on the list of franchises, but the specific owners still used their imaginations and creative imagination to develop new products and ideas. THE BEST Mac is one of these; this area of expertise hamburger that sold for double the price of a normal hamburger was created by a franchise owner from Pa. After much persuasion by the top managers, the Pa franchise owner was permitted to sell his creation. The Big Mac proven successful increasing the main one restaurant's sales by 2% in simply a few short a few months and not long following the Big Mac pc became McDonald's most well-known item (Hill 2010).

A year after Kroc opened up his first restaurant; he employed a young man called Fred Turner to manage one of his restaurants. Fred Turner was a fast learner and attention complete, he could quickly grasp the restaurants procedure. Kroc noticed great potential in Fred Turner and asked him to help teach new franchises. Not much later, Turner began developing standard operating procedures for any McDonald's franchises and established the groundwork for an effective chain restaurant that lasted for decades.

At this point, McDonalds had a distinctive operation with great potential to succeed in the food service industry. The franchises impressive ideas of quick service, self service, and newspaper service are huge strengths for the business's success; however these same ideas could serve as weaknesses as well. Consumers could commence never to like the thought of the business changing their easy going lifestyles by causing them feel rushed with the quick service initiative. There could be prospect of the self-service effort to be not liked if customers prefer to be waited on. And almost all of all, the paper service initiative gets the potential to jeopardize the surroundings if consumers believe that throwing away so much paper could have the probability of overfilling landfills.

McDonalds CEO's

Throughout its history McDonalds has had 5 different CEO's, all with a new outlook on the business's success. In the beginning, Ray Kroc's position on the company's success was to start as many franchises as you can and increase the company's earnings.

Once Ray Kroc stepped down, Fred Turner became the CEO, in 1973. Turner acquired already spent years creating specific methods for restaurant procedure and management that included instructions from how to fry potatoes to breakdown expenditures for labor, food, and nonfood products. Turner spent so much of his job creating McDonalds manuals that he set up a training middle called "Hamburger School" where classes were educated about how to prepare and serve food; manage equipment, and management techniques. The Hamburger University or college handed out certifications in "Hamburgerology" and was even certified by the North american Council of Education.

Turner prolonged to do big things for McDonalds throughout his profession and in the 1960's he created a field consultant position to visit and assess franchises on the service, quality, sanitation, and efficiency. With this initiative McDonald's restaurants continued to be a innovator in the fast food industry and extended to increase revenue. Turner then went on to decentralize the organizational structure, increase the amount of regional offices, and innovate management strategies. Under Turners tenure McDonalds created a corporate and business mascot, "Ronald McDonald" who became a national icon attractive to children and was as popular in US homeowners as Santa Claus.

Turner was the CEO of McDonalds during its growing years and brought many successful ideas and tasks to the organization; however, there were some negative issues that took place during his time as CEO. Turner underwent issues with franchise relationships and employee relations and quickly tackled both issues by establishing programs and associations that dealt with rebellion and claims.

After Turner's retreat, Michael Quinlan stepped up from Chief executive to CEO in 1987. Quinlan worked his way up through the organization and kept an MBA. He thought in informality and a hands-off management style, both helped him gain reputation among his fellow co-workers and subordinates. With Quinlan's successful management styles and superior reputation he altered the company into a worldwide empire attaining more than 100 national markets.

During his time as CEO, Quinlan created a service improvement program, concentrating on customer support to empower employees to give attention to client satisfaction. Quinlan also launched a cost lowering initiative to lessen the restaurant building costs and redesigned properties using better engineering methods and cheaper materials. With the low costs of development, the company could start smaller McDonald's restaurants in clinics, stores, and sport stadiums. Quinlan also reduced the price of insurance for franchisees by offering several insurance providers through competitive bidding.

Quinlan was a successful CEO and extended to enter international market segments, tripling international sales in his first five years of building partnerships with international enterprisers. But, because of Quinlan's focus on the foreign marketplaces, McDonalds home sales experienced. This started out a downbeat change for Quinlan's term. McDonald's also encountered decreased sales during this time period due to services which were launched by Quinlan; veggie burgers, pasta, and pizza were a few items on the menu that did not succeed. Because of these few downfalls under Quinlan's power, consumers started to favor other junk food chains like Burger King and Wendy's over McDonalds, and McDonald's market stocks decreased.

In 1998 Quinlan stepped down and another firm recruited Jack Greenberg as the new CEO. Of all CEO's, Greenberg's occupancy was the lease successful and shortest. Greenberg tried out recasting the image of McDonalds by focusing on a worldwide brand, hiring outdoor executives, stretching the menu, and seeking growth through mergers.

Greenberg thought by offering more items on the menu he could turn consumer's interests away from other junk food restaurants again on McDonalds. He planned to get this done by merging with Donatos Pizza, Chipotle burritos, and Boston Market's home-style foods.

While Greenberg put in his time focusing on mergers and acquisitions, public interest communities and consumer advocates were working on campaigns that focused on the negative areas of junk food chains, focusing on McDonalds foremost, proclaiming they concentrate on children and assist in child overweight. These public categories also blamed McDonalds for using poor farming methods and destroying rainforests to make grazing land for cheap cattle to build beef for their hamburgers. These groupings broken McDonald's reputation with the movements and even created severe slogans and cruel brands to describe their feelings, such as, "McGreedy" and "McGarbage" (Hill 2010).

Because of the performance drop under Greenberg's path, McDonald's panel created a team to turnaround the company, Charles Bell and Jim Skinner. Shortly after the creation of this team, Bell stepped down credited to health issues and Jim Skinner became the CEO in 2004. Skinner, like the first three CEO's, started out his job at McDonalds and worked his way up the organization ladder.

Skinner is McDonalds current CEO and has a low-profile way, frequenting restaurants to team up with employees by aiding in the kitchen and on the barbeque grill. Skinner is well-liked by his co-workers and subordinates. Skinner worked well diligently to carefully turn surrounding the performance of the organization by addressing customer service and income, the most deteriorated areas of the company. Skinner commenced by buying existing stores somewhat than creating new ones. Redecorating and redesigning current stores brought in clients as well as getting again old ones. Skinner also prolonged business hours in most restaurants and some stores stayed wide open 24 hours.

Another effort that Skinner released that helped increase in profits, was installing coffee pubs in the restaurants to provide specialty caffeine that competed with Starbucks and cost a lower amount. This initiative proven successful and Starbucks started shutting down stores and laying off employees.

Shortly after Skinner obtained control, a documentary film premiered that aided in the decrease of McDonalds reputation by portraying a guy getting progressively more ill after eating only McDonald's food for a whole month. Instead of ignoring the invasion on McDonalds and enabling the film destroy McDonald's the reputation and possibly the business, Skinner immediately commenced rebuilding consumer's perception. Skinner discontinued the top size menu options and commenced offering better food options, such as salads and apple pieces. The company also launched an application focusing on a well-balanced lifestyle and even provided away pedometers with combo foods.


One tendency that McDonalds did not seem to pay attention to recently was the public trend of United States citizens to get started on eating healthier foods and increasing their exercise to stay in a healthy condition. Instead McDonalds continued to market high fat and greasy foods and in turn were attacked by the advertising.

McDonald's should focus on the macro-environment and take good thing about trends which may prove good for integrate within its functions. I would suggest that the organization look at the demographic macro-economic trend. Inside the recent future, the baby boomer technology will be growing older and closer to old age. McDonalds could take benefit of this style and market to this area of demographics by offering special discounts to older persons. McDonald's restaurants in small, close knit towns can offer to host incidents for retired cultural communities; for example some of the restaurant could be reserved for an hour one day each week for small communities to meet for caffeine or meal and play card games or simply socialize.

McDonalds should also absorb the economic style and the unemployment rate. There are plenty of individuals who may be overqualified but desperate for work. The business could retain new personnel that are willing to just work at any pay. If McDonalds invests in these types of people, they may potentially bring new behaviour and suggestions to individual franchises or the organization.

Another macro-economic craze that McDonalds could integrate in their business is the public development and the public's frame of mind toward global warming. There could be potential for McDonalds to take part in green initiatives and sponsor low energy ideas, which in turn could boost the company's reputation that will bring more people into the restaurant.

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