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Mcdonalds

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Mcdonalds
http://businesscasestudies.co.uk/mcdonalds-restaurants/staying-ahead-in-a-competitive-environment/conclusion.html#axzz2RGLFIOpv
Mcdonalds
* The world's largest chain of hamburger fast food restaurants * McDonald's restaurants are found in 119 countries and territories around the world and serve 68 million customers each day making it the number one quick-service restaurant in the world. * McDonald's operates over 34,000 restaurants worldwide, employing more than 1.7 million people. The company also operates other restaurant brands, such as Piles Café. * He company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald at 1398 North E Street at West 14th Street in San Bernardino, California * 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 and subsequently bought it. * McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself * McDonald's primarily sells hamburgers, cheeseburgers, chicken, frenchfries, breakfast items, soft drinks, milkshakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, fish, wraps, smoothies and fruit. * Their introduction of the "Speedee Service System" in 1948 furthered the principles of the modern fast-food restaurant that the White Castlehamburger chain had already put into practice more than two decades earlier. * The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee". Speedee was eventually replaced withRonald McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs. * On September 13, 1961, the company filed a logo trademark on an overlapping, double arched "M" symbol. The overlapping double arched "M" symbol logo was temporarily

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