Sep 29, 2011

McDonalds: Long-Term Branding Strategies from 1940 to 2011!

In 1940’s, Dick and Mac McDonald were searching for a way to improve their little drive-in restaurant business in California. They ditched their 25-item barbecue menu in favor of a limited menu of just nine items: hamburger, cheeseburger, three soft-drink flavors, milk, coffee, potato chips, and pie, with French fries and milkshakes. Word of their success spread quickly, and a cover article on their operations in American Restaurant Magazine in 1952.
Their first franchisee was Neil Fox, and the brothers decided that his drive- in Phoenix, Arizona would be the prototype for the chain they envisioned. The resulting red-and-white tile building with a slanting roof and the “Golden Arches” on the sides became the model for the first wave of McDonald’s restaurants to hit the country, and an enduring symbol of the industry. Rather than thinking about a successful format, upcoming owners retained the McDonald’s formula of a limited menu, quality food, an assembly-line production system, and fast, friendly service; adding to that his own demanding standards for cleanliness. Indeed, Quality, Service, Cleanliness, and Value continue as McDonald’s operating principle today.
The first national meeting of McDonald’s franchise owners was held in Hollywood, Florida in 1965, celebrating the chain’s 10th anniversary. One year later, on July 5, 1966, McDonald’s was listed on the New York Stock Exchange, quite an accomplishment then for a chain of hamburger restaurants. Currently, a new McDonald’s restaurant opened somewhere in the world every 17 hours. These six countries – Canada, Japan, Germany, Australia, France and England are known as McDonald’s “Big Six” because combined, they provide about 80 percent of international operating income.
We serve the world some of its favorite foods such as Fries, Big Mac, Quarter Pounder, Chicken McNuggets and Egg McMuffin. To find the nutritional facts about its favorite core menu item of McDonald's customers can visit the website and can get full nutrition and fitness awareness. Moreover, the safety and well-being of customers is a top priority at McDonald’s. Therefore, in an abundance of caution, company wanted to make customers with peanut allergies aware of this promotion so they can make whatever decisions they deem appropriate in visiting the restaurants.
McDonald's Corporation and McDonald's restaurants, offer scholarships to students from communities who face limited access to educational and career opportunities. These scholarships are part of the RMHC and McDonald’s ongoing commitment to education. Locally, McDonald’s restaurants participate in a wide range of civic and charitable programs within their communities. Requests for local donations should be directed to the neighborhood franchise. Further, Nationally, Ronald McDonald House Charities supports Ronald McDonald House as well as thousands of other worthy non-profit organizations dedicated to the well-being of children.

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