Preview

Mcdonald's 1

Powerful Essays
Open Document
Open Document
3289 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Mcdonald's 1
I

McDonald’s Expands Globally While Adjusting Its Local Recipe

McDonald’s Corporation is a fast food legend whose famous golden arches can be found in 118 different countries. The company is the undisputed leader in the quick service restaurant (QSR) segment of the hospitality industry, with more than twice the systemwide revenues of Burger King. McDonald’s built its reputation by promising and delivering three things to customers: inexpensive food with consistent taste regardless of location; quick service; and a clean, familiar environment. The company was also a pioneer in the development of convenience-oriented features such as drive through windows and indoor playground for children. Today, thanks to memorable advertising and intensive promotion efforts, McDonald’s is one of the world’s most valuable brands. The golden arches are said to be the second most recognized symbol in the world, behind the Olympic rings. In the United States alone, McDonald’s typically spends about twice as much on advertising as Burger King and Wendy’s.
Today, however, the company faces competitive attacks from several directions. During the 1990s, a wide range of upscale food and beverage purveyors arrived on the scene. For example, consumers are flocking to Starbucks coffee bars where they spend freely on lattes and other coffee-based specialty drinks. The “fast-casual” segment of the industry that includes companies such as Panera Bread, Cosi, and Baja Fresh is attracting customers seeking higher-quality items in more comfortable surroundings. Meanwhile, Subway overtook McDonald’s as the restaurant chain with the most outlets in the United States. Some industry observers suggested that, in terms of both food offerings and marketing, McDonald’s was losing touch with modern American lifestyles.
Until recently, the picture appeared brighter outside the United States. Thanks to changing lifestyles around the globe, more people are embracing the notion of fast food. McDonald’s

You May Also Find These Documents Helpful

  • Good Essays

    McDonald’s is a well-known icon and influence on our culture for many reasons. McDonald’s can be seen in many television sitcoms and movies as far back as 1973, as well as a huge sponsor for the Olympics that increase its hold on the society. Through the catchy commercials that boast new products declaring individualism, Americans embrace the individualistic choices and feed into the hype. Also, being a household name that even children can recognize the golden arches and Ronald McDonald, and crave it while you drive by. Personally, I was not immune to the grand opening of McDonald’s close to my hometown, where my parents drove 30 minutes to eat there. Beyond the American borders, it has become a global representation of the Western world abroad as the logo and symbols of McDonald’s are easily recognized by anyone and age from any country. How did McDonald’s take over the world? This is simple to answer: A strong business model.…

    • 887 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    01 SPRINGSMBA51028 1

    • 1236 Words
    • 5 Pages

    Competition is a common factor in the restaurant industry and McDonald’s, along with other industry leaders, strive to remain current in today’s evolving and changing markets (Talpau, A. et al). McDonald’s initial strategy and focus was on their products, and now is struggling with other industry leaders, whose strategy is mainly…

    • 1236 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    In the book “Fast Food Nation”, Eric Schlosser breaks down the fast food industry both in the United States and around the globe into various sections. In chapter 10 specifically, Global Realization, Schlosser examines all aspects of the globalization of this growing industry, how the perception of American imperialism affects certain societies, the impact the fast food on the economy, the effects of the food on the nation, and lastly the controversy and conflict that the industry ensues. Throughout the chapter, Schlosser essentially addresses both positive and negative effects of the fast food industry expanding internationally. Among these effects, we agree with Schlosser’s research in that the expansion of the industry benefits various countries politically and economically, yet in return is a major health issue. However, we believe that the overall effect the fast food industry will have on the world in the future is ultimately up to the consumers, and that they will lead the globe to mass uniformity.…

    • 874 Words
    • 3 Pages
    Good Essays
  • Better Essays

    Mcdonalds and Starbucks

    • 1763 Words
    • 8 Pages

    McDonalds is a longtime leader in the fast food business. Since its opening in 1954 it has seen tremendous growth to about 30,000 plus restaurants and credit of serving about 43 million people in 100 different countries every day. The success and strategies of the company are celebrated often in the world media. The company had to focus on their core values and develop strategies that help rebrand itself in the market. Continuous attention on the customer needs and their values is main strategy for resurgence as top fast food retailer. They spend huge money on advertising to promote their brand. Their advertising budget for year 2011 was almost in the vicinity of one billion dollars. McDonalds has been working on improving and maintaining its brand value since it has seen its profits decline especially from 1997 to 2002.…

    • 1763 Words
    • 8 Pages
    Better Essays
  • Powerful Essays

    Mcdonalds

    • 5890 Words
    • 24 Pages

    McDonald's, as the world's leading food service retailer, serves some of the world's favorite foods - World Famous French Fries, Big Mac, Quarter Pounder, Chicken McNuggets and Egg McMuffin - in its more than 30,000 restaurants in 118 countries, serving 46 million customers each day.…

    • 5890 Words
    • 24 Pages
    Powerful Essays
  • Powerful Essays

    McDonalds has been a leading fast-food chain in the restaurant industry since 1955. Not only have they created some of America’s favorite pastime foods, but also they’ve been a leading force in creating global change with innovative additions such as drive-thru restaurants, college credits from their Hamburger University to chicken McNuggets and more!…

    • 1715 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    Obesity in North America

    • 1128 Words
    • 5 Pages

    Fast food has become so important in today’s society, because for the main part it is an issue of convenience. In today’s, always on the move society, McDonalds and other fast food chains take advantage of our all too hectic nature. Fast food in Canada and the United States is readily available much more than in other countries in the United Kingdom or in Europe. Though fast food is a growing issue in Europe and the United Kingdom it is a larger issue in North America because of the reliance on it in society. An example of how available fast food chains are is, Manhattan Island is approximately 13 miles long by 2 miles wide but contains 89 McDonalds restaurants. That’s roughly one McDonalds in every four blocks.…

    • 1128 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    Fast Food Nation

    • 829 Words
    • 4 Pages

    We all see the advertising and marketing for the big fast food chains such as, McDonald’s, Burger King and Wendy’s everywhere we go, it is hard to miss. A hefty majority of Americans continue to eat there a few times a week even though it is well-known this poor excuse for food is extremely unhealthy. It is just so convenient, they can be found everywhere, they have cheap prices, and the food tastes so good. It is a common misconception that these places are still acceptable to go to. Fast food has emerged into the most prominent symbol of American society, and that does not appear to be changing anytime soon.…

    • 829 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Super Size Me

    • 961 Words
    • 4 Pages

    We then take a look at the massive number of fast food restaurants around the world, but primarily focus in on McDonald’s. With more than thirty thousand restaurants in over one hundred countries on six continents, McDonald’s is by far the largest fast food chain in the world, serving over forty-six million people worldwide every day and accounting for forty-three percent of the fast food market in the United States (Spurlock, 2004). The convenience of eating a meal at a McDonald’s is obvious, and their widespread number of locations make it easy to obtain their products; from highways and plazas to airports and hospitals.…

    • 961 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Many Detroiters love fast food, but consumers from around the globe love it just as much as any Detroiter. Restaurants like McDonald’s have broadened across the world, and surfacing markets are one of the fastest growing areas in the fast food industry. However, the fast food industry still has its’ challenges, particularly in the United States. From economic recession and changing views about health and rising food costs, many fast food chains have been experiencing some serious issues internally and externally.…

    • 1189 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Mcdonald's Analysis

    • 450 Words
    • 2 Pages

    McDonald’s internal analysis consists of resources and capabilities. Some of the resources consist of extensive financial and physical capital: The large extensive financial and physical capital McDonalds possess allows their firm’s to expand nationally and globally. There are currently 31,000 restaurants over 119 countries. The management at McDonalds provides a culture of corporate governance. This motivates management teams to continuously deliver a quality standard of service and financial performance which could be supported by figures that even amid an economic downturn, the company still maintained a 3.8% sales growth in 2009. Another intangible resource is McDonalds’ trademark, the golden arch; this is a valuable resource to the company because it conveys a quality of food and service to customer that generates loyalty.…

    • 450 Words
    • 2 Pages
    Good Essays
  • Best Essays

    McDonalds is the most popular fast food chain. Currently, every McDonald is open in every state in the U.S. not to mention internationally too. We see McDonalds everywhere even if we go on a road-trip there will be McDonalds in the middle of nowhere. McDonalds is located in every local area for convenience. Since it is very convenient, many American consumers would drop by because it is quick and easy. Fast food chain expanded very quickly because it became high in demand because of the convenience (USDA). Thus, more and more people with busy lives start to rely on them because they are fast and ready to go. According to CBS news, in the year of 2009 “Americans spend over $110 billion on fast food more than they’ll spend on movies, books, magazines, etc., every day about one quarter of the U.S. population eats fast food.” This shows that many Americans have become highly obsessed with fast foods. Since this article was published in 2009, then…

    • 1907 Words
    • 8 Pages
    Best Essays
  • Best Essays

    For many Americans, and others around the world, fast food seems to be like a beacon of…

    • 2823 Words
    • 12 Pages
    Best Essays
  • Good Essays

    McDonald’s is a fast food restaurant chain and “has over 32,000 locations in more than 100 countries around the globe” (McDonald’s website). It is one of most popular fast food restaurants in the world, and preferred by a lot of people. The restaurants are very modern and cozy and always have a place for children to play in. It is also known for their Happy Meals, which contains a hamburger, french fries and the always desired toy. McDonald’s is my favorite fast food restaurant because it has everything I love. Their food is my favorite, the service is good and they have charities, which is very important.…

    • 829 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    According to wikipidea, McDonald 's Corporation is the world 's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries. McDonald 's primarily sells hamburgers, cheeseburgers, chicken, french, breakfast items, soft drinks, milkshakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit. Jim Delligati is the owner/manager of forty-seven Mcdonald`s outlets. And he is not contended in opening forty-seven of the famous hamburger outlets over the past twenty-six years and has become a millionaire in the process.…

    • 1473 Words
    • 6 Pages
    Powerful Essays

Related Topics