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macdonalds globalization
Does McDonald’s empire succeed its spreading?
Introduction

For more than 30 years, the phenomenon of globalization has fundamentally changed the world.
I. Presentation
a. History
Richard and Maurice McDonald brothers opened a hot dog stand called "Airdome" in Arcadia, California. The two brothers moved in 1940 in San Bernardino, California, and renamed "McDonald 's". The menu consists of 25 items, mostly cooked on the grill with valet. It became a place of rendez-vous very popular for young people, and very profitable for its owners. In 1948, after noticing that most of their income came from hamburgers, the brothers closed their "restaurant" to develop an innovative system fast (Speedee Service System).It’s a self service drive-in restaurant with a hamburger preparation line . The card is reduced to supply only 80% of consumers that used to order (burgers for 15 cents, soda, milk, coffee, chips and cake.
Ray Kroc, entrepreneur and seller of milkshake machine discover McDonald’s and become a nationwide franchising agent for them. In 1961, the McDonald’s brothers gave their agreement to sell their business to Kroc for $ 2.7 million (renamed the big M) he starts to open new MacDonald’s restaurant in USA. The aim was to sell hamburger for families. So they create a mascot with Bozo circus personage. The McDonald 's headquarters complex is located in Oak Brook, Illinois
The first McDonald 's (outside the United States) opened in Canada in 1967 and after in 1970 in Costa Rica and Panama. The following year one of his restaurants opens in Japan. This is the beginning of McDonald’s globalization.

b. Key figures
McDonald 's restaurants:
Present in 119 countries and territories around the world
Serve approximatively 69 million customers each day
Operates over 34,000 restaurants worldwide
Employing more than 1.8 million people in 2013
Revenue: US$ 27.56 billion (2012)
12 804 McDonald’s restaurants in United states / 3 598 Japan/ 1154 Canada/ 857


References: Claudio Vignali (2001), “McDonald’s: “think global, act local”- the marketing mix” , British Food Journal, p97-111 Giana M.Eckhardt and Micheal J Super size me, Morgan Spurlock, 2004
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